Worldwide Hospitality Awards

Best Marketing Operation- Taj Connemara, Chennai Relaunch

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PRESENTATION

▪ Name of the marketing operation – Relaunch of Taj Connemara, Chennai

▪ Pursued objectives: Relaunching Taj’s iconic heritage hotel in Chennai, Taj Connemara on a grand scale, true to its legendary status, after undergoing a two year-long extensive restoration and redesign.

▪ Description of the content Launch period and year, length: Dating back to the 19th century, the hotel's illustrious history was brought to life with a fresh and modern twist. The newly renovated Taj Connemara, Chennai drew on the hotel's illustrious past whilst offering patrons a distinctive experience.

▪ Size of the operation: National

▪ Innovative aspects and major assets: The campaign for the relaunch had a central theme of “A Madras Affair” which rekindled the association our patrons had with the city of Madras, now Chennai, and the fact that the hotel stood as a symbol of the city of Madras - a testament to the changing times, a lineage intertwined with the history of the city.

The hotel reopened on October 20, 2018. A 360-degree approach was taken addressing hotel experiences, communication and go-to-market strategies. To celebrate this momentous occasion a grand event was hosted. The event was an eclectic mix of tradition and technology.

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CONCEPTION

▪ South India's oldest hotel had to be reopened on a grand scale. A collaborative and synergized approach ensured the successful execution of this aspiration.

▪ IHCL’s corporate marketing department worked on the conceptualization, communication and implementation strategy for the relaunch and the event itself.

▪ The corporate PR team ensured that the communication reached a wider audience using the most effective media platforms.

▪ Along with the PR team our robust sales network was pivotal in inviting the right audience for the relaunch event.

▪ Taj Connemara’s hotel operations team consisting of F&B, IT, housekeeping, banquets and various other departments implemented the redesigned service philosophy and led the on-ground execution of the launch event.

▪ External partners were brought on board for the implementation of the event consisting of set up, technical support, production of assets etc.

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COMMUNICATION & IMPLEMENTATION

▪ How is the communication around this operation implemented for internal users, customers, partners of the company? – Please refer to slides 6-13 for detailed information on communication ndimplementation.

▪ Resources set up to ensure management and monitoring : The cross functional team reviewed every element on a weekly basis to ensure timely execution and course correction, if need be. The same was also monitored at the Executive Committee level on a fortnightly basis.

▪ How are employees, customers, partners involved in the implementation of this marketing operation?

▪ Employees – CFT for relaunch & Hotel Operations team for redesigned service delivery

▪ Partners – for execution of communication, event and technology aspects

▪ Customers – with video testimonials of the legacy of Taj Connemara, its association with the city and its engagement with its customers

▪ Direct broadcast of the relaunch event at 20 IHCL hotels across the country to build customer and employee engagement

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Pre-Opening Activities

7 days before Launch event

▪ Connemara Commemorative stamp

▪ Used on Invitations

▪ As promotions at other hotels

▪ Part of Farewell gift

▪ Social media Posts to highlight the Connemara heritage through patrons

▪ Façade lighting and LED ticker

▪ Preview with 1 print and 1 TV channel

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The Great House on Choultry Plain

(Geeta Doctor)

A Tradition of Madras that is Chennai: The Taj Connemara (S. Muthiah)

Books: The significance of Taj Connemara & its evolution over the years

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PRE LAUNCH – SOCIAL MEDIA BUZZ BUZZ

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Launch event

The Skies

are Lit

Façade Lighting

Heritage Walk

throughArrival

Fashion Show

After party

DinnerPoolside

logo unveil

Kitchen Party

Illuminated façade of Connemara

2 days prior

Laser lights/projection in the sky

Brass Band to welcome guests

Gaurang S colonial inspired show. Cocktails in lobby

Interactive Wall for heritage walk-thru

Dinner at Ballroom Jazz Band

Zones:Lady Connemara & Atrium Gardens

Finger food at Verandah Kitchen

Welcome addressLaser lights, 3D projection & logo unveil

99

Wall 1:

The Story Of The Legend, Connemara

Live since 10th October onwards

Walls 2,3,4:

Installation and testing on 18th October

Live on 19th October onwards

HERITAGE WALL

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3D MODEL OF THE HOTEL EMERGING FROM THE DEPTHS OF THE POOL

3D PROJECTION ON THE FACADE OF THE HOTEL

Launch event

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FASHION SHOW BY CELEBRATED DESIGNER GAURANG SHAH

THE FOOD STORY

Launch event

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LIVE

EVENT

POSTS

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Promotions▪ Print

▪ Ads in leading national publications

▪ Press Coverage in National and International publications

▪ Digital

▪ YouTube & Social Media

▪ SEM

▪ Website Banners

▪ Emailer to all relevant databases

▪ Fam Trips – Press, FTOs

▪ Alliances & Partnership marketing

▪ Connemara Throwback – customer testimonials on social media capturing the essence of Connemara over the years

▪ Connemara Book of Experiences

▪ Giveaways

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Collaterals

COASTERS

POSTCARDS

CONNEMARA BOOK OF EXPERIENCES

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TURNOVER AS PER BUDGET (19-20) (Figures in Lakhs)

19-20

15-16

Variance

0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

Room Income F&B Income Other Income Total19-20 15-16 Variance

Particulars19-20

Rs. Lakh15-16

Rs. LakhVarianceRs. Lakh

Room Income 2,317.95 1,532.90 785.05

Food & Beverage Income 2,275.57 1,896.83 378.74

Other Income 329.29 251.24 78.05 Total 4,922.81 3,680.97 1,241.84

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2015-2016

2018-2019

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

ARR APC

2015-2016 2018-2019

PARTICULARS 2015-2016 2018-2019

ARR 4915 8874

HOTEL APC 824 1427

ARR & APC COMPARISON

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Positive Social Media Reviews

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Positive Social Media Reviews

1919

Social Media Conversations

2020

Social Media Conversations