Digital Launch Report

DigitalOutreachby

#TajInAmritsar

Objectives •  Generate buzz across digital towards the launch of Taj

Swarna, Amritsar

•  Build a connect between the hotel and city

•  Create awareness about the various offerings by the hotel

Approach •  We started our social journey by introducing #TajInAmritsar and showcasing

city centric elements on social media

•  We developed a Launch Video that communicated the connect between the city and the hotel

•  We shot Photographs that capturing the people, heritage and never-seen-before elements of the city

•  We created a high outreach Content Strategy that engaged with audiences

•  We built a media plan that reached out to the right target audience to be lured into #TajInAmritsar

Campaign Impact

Launch Video garnered

+1.5 Lakh Views

#TajInAmritsar Contest received

+500 Entries & 1.35 Mn Outreach Tweet Impressions 267K

Outreach 1.04 Mn

Outreach 73K Overall

CampaignOutreach1.4 Mn

Platform Growth %

Facebook 18.34%

Twitter 144.44%

Instagram 136.54%

Campaign Impact

Pre-Launch

We started our social journey with a GIF that reflected the

legacy of Amritsar

Content series that highlighted the essence of Amritsar through rich imagery shot across the city

Pre-Launch - Content

Launch - Video

+ 2.50 L People Reached + 1.5 L Video Views + 6000 Engagements

The #TajInAmritsar video built a connect between the city of Amritsar and the Taj Swarna, highlightings facets of generosity, warmth, humility and the

celebration of colours all over the city.

Launch – Content

Amritsar-Culture

Content themes around Art, Architecture, Culture, People captured the essence of Amritsar and brought it back to what

the Hotel had to offer

Hotel-Food Fes<vals

Hotel–Architecture Amritsar–People Hotel-Rituals

Launch – Content Content themes around Art, Architecture, Culture, People

captured the essence of Amritsar and brought it back to how we had encapsulated it at our Hotel through personalised

visual content created by photographers

Most Engaging Posts

Total Interactions – 409 Total Interactions – 503

Total Interactions – 183 Total Interactions – 217

Most Engaging Posts

Most Engaging Posts

Most Engaging Tweets

Video Engagement

Total Interactions – 72 Total Views - 666

Total Interactions – 5628 Total Views - 149837

Total Interactions – 162 Total Views - 2243

Total Video Views - ~200,000

Sales-related Offers

Total Interactions – 160

Inaugural Offer &

Long Weekend Offer

Total Interactions – 398 Total Website Clicks - 5000 Total Website Clicks - 3000

Contest

•  Amritsar is a land rich in culture and history. There's something to discover in every street of the city.

•  With an objective to drive more video views and brand awareness, we asked fans what makes them want to go and explore the city when they visit #TajInAmritsar

Entries–+600

Outreach-1,357,099

Entries

Entries–+600

Interaction with Fans & Guests

Customized responses in sync with the Comments of our Fans

FacebookInterac<onsInteraction with Fans & Guests

Appreciation from fans

Launch Summary •  The Launch Video and personalized visual stories were well

received by Fans and Guests

•  Our current engagement ratio is 7.88%, surpassing various industry benchmarks

•  Our Posts received an average organic Reach of 3000, with average Engagements between 75-100 interactions per post

•  We have received 179 Reviews in less than 45 Days of the opening (An average of 4 reviews a day)

Thank You

DigitalOutreachby

www.mindshiDinterac<ve.com