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ITC Bukhara 35 years - Case Study

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ITC Bukhara 35 years - Case Study

  1. 1. Case Study - ITC Bukhara
  2. 2. Objectives of the campaign Celebrate the glorious 35 Years of the signature restaurant – ITC Bukhara Highlight & Promote Bukhara as the World’s best Indian Restaurant Highlight the unique culinary heritage of Bukhara Drive significant amount of User Generated Content
  3. 3. Campaign that won hearts ‘35 Years Of Bukhara’
  4. 4. Our recipe for success The AID approach • Attract the patrons • Interact with the patrons and create a long lasting bond • Delight the patrons with memorable moments
  5. 5. The masterplan The campaign was divided into 2 phases: Phase 1: • Pre-Buzz (26th July – 1st Aug) • Designated Hashtag creation (#35YearsOfBukhara) • Blogger Engagement • Specialized Landing page creation • WelcomZest Lounge Blog release • Teaser social media posts
  6. 6. The masterplan unveiled… Phase 2: During the Celebration (2nd Aug -12th Aug) • Photobooth deployment • YouTube video launch • Dedicated social media communication • Engaging 10-day daily contests • QR code sweepstake contest • Tweet Chat - #InspiringTastes
  7. 7. Let the buzz begin… • Pre-Buzz - 26st July - 1st Aug 2014 Teaser – Social Media Posts
  8. 8. Teaser launched the campaign into top gear
  9. 9. The web was spun • Dedicated landing page created to showcase Bukhara’s 35 glorious years.
  10. 10. It landed us handsome rewards Key Highlights on the Landing Page: • Featured video • Guest endorsed positive reviews • Celebrity/ heads of state photo gallery • Awards & accolades and Fun facts etc. • Website head-mast banners changed to communicate #35YearsOfBukhara. • Video blog created on the WelcomZest Lounge. Spectacular Landing •2.5 Thousand+ Visits to the Bukhara Landing Page • 580+ Visits to the WelcomZest Lounge
  11. 11. Blogger Engagement / Live Tweeting Session Exclusive Blogger preview & Live tweeting session organized on the 26th July 2014: •3 unique blog posts •33+ posts/tweets/instaUploads •Leading to more than 2.1 lac impressions
  12. 12. Time to change the gears Phase 2 During The Celebrations 2nd Aug - 12th Aug 2014
  13. 13. Let the celebrations begin… • Proactive engagement held with journalists / media during the pre-buzz & Celebration phase •13+ online news releases / Blogs & counting • 30+ posts / Tweets / Instauploads
  14. 14. How we ‘wow’ed the patrons • Interactive Photobooth booth was installed in front of Bukhara Key features : •Click images / edit / enhance using clip-arts •Share on preferred social network / email. •All images have the Bukhara & •ITC Maurya branding. Engagement stats : •Photos Taken: 1079 •Photos emailed to personal accounts: 620 •Shared on Facebook: 118 •Facebook Reach: 41 k+ •Shared on Twitter: 15
  15. 15. Selfies to cherish for a lifetime Every photo carried the ITC Hotel logo
  16. 16. Selfies to cherish for a lifetime Fortunate ones had the star ITC chef for company
  17. 17. And how we measured up… Shared Photographs Analysis 84% 14% 2% Email Facebook Twitter
  18. 18. Online-Offline integration – Sweepstake Contest How it worked… • QR code - Tent cards were placed on each table • Scanning the QR code led the guest to a specially designed ITC Hotels Social media landing page. • Guests could tweet / share / post images with hashtag #35YearsOfBukharato participate & win.
  19. 19. Stole the show… Socially • Designated hashtag #35YearsOfBukhara generated : • 10 engaging daily campaigns were initiated to build engagement & drive virality.
  20. 20. Every day was fun day Daily Social Media Contests were launched Day 1 – Day 4
  21. 21. Day 5 – Day 8
  22. 22. 10/10 excitement score All daily contest winners were invited to an exclusive Bukhara experience for two
  23. 23. Tweet Chat – Inspiring Tastes • Exclusive Tweet Chat with Chef Manjit Gill and Chef J. P. Singh under #InspiringTastes conducted on the 8th Aug 2014.
  24. 24. Bukhara Slogan Contest “Bukhara Slogan” contest led to further engagement: • 72 Thousand+ accounts Reached • 3 lac + impressions • 170 Twitter entries
  25. 25. The memories lived on forever ITC Bukhara – The world’s best Indian restaurant!
  26. 26. Thank You Call: (022) 26472061 / 0454 www.windchimes.co.in | contactus@windchimes.co.in

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