Creating Brand Stories

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Presentation at Festival of Media Asia 2011 on how luxury hotel brands like Taj are seeting new standards for global high-end tourism. The presentation specifically focuses on some of the social marketing initiatives taken to manage global growth

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  • There was a huge outpouring of anger, shock, grief, anxiety after the 26/11 attack. However, we wanted to channelize the negative sentiment and turn it into a positive one. Therefore, we decided to launch ‘Palace in Progress’, a blog that would help patrons & friends of taj to share their memories with likeminded people; be well advised about the re-opening and build positive buzz about the opportunity for guests to come back to re-live those memories at a finer, grander palace than before. As ‘Palace in Progress’ was an Alumni network of all people who had stayed at the palace, the stories helped them find common ground with other likeminded people who had stayed at the hotel Besides customers, another stakeholder group that we should not forget is employees
  • A specific example I would like to share is the Naturalists at our lodges have become the voice of the brand for Taj Safaris. They are our unsung ambassadors who over time become as much the reason for new customer acquisition, guest referrals and returns as the property itself.
  • Creating Brand Stories

    1. 1. CREATING BRAND STORIES FESTIVAL OF MEDIA ASIA 2011 SINGAPORE
    2. 2. Travel is Intrinsically Social
    3. 3. Create an Ecosystem of Value
    4. 4. <ul><li>‘ A day in the life of…’ series of contests </li></ul><ul><li>A day in the life of contest of Master of Mixology </li></ul><ul><li>A day in the life of contest of A Wizard of Food Craft </li></ul><ul><li>A day in the life of contest of Snap-Happy Shutterbug </li></ul><ul><li>A day in the life of contest of Conjuror of Colors </li></ul>Nicole Gonsalves Taj President Ketan Sanghvi VBT Whitefield Neeraj Bhatnagar Taj Exotica, Goa Personalized Co-Creation of Experiences
    5. 5. Customers Co-Create Value with Each Other
    6. 6. Transformative Engagement Driven By Employees
    7. 7. The Unsung Ambassadors
    8. 8. Employee Engagement & Social Recruiting
    9. 9. Creative Capitalism
    10. 10. Smart Basics Hotels
    11. 11. Conscious Capitalism
    12. 12. Corporate Citizenship
    13. 13. Create New Ripples of Influence & Relevance
    14. 14. Appropriate New Platforms
    15. 15. <ul><li>Travel is intrinsically social </li></ul><ul><li>Create an eco-system of value </li></ul><ul><li>Transformative engagement driven by employees </li></ul><ul><li>Creative capitalism </li></ul><ul><li>Conscious capitalism </li></ul><ul><li>Create new ripples of influence & relevance </li></ul>
    16. 16. THANK YOU Namrita Sehgal Director of Internet Marketing Taj Hotels Resorts & Palaces [email_address] @NamritaSehgal

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