Even as the travel industry has successfully leveraged social and digital media to garner revenues, now the hospitality industry is taking to digital in a big way. ITC Grand Chola Chennai, one the youngest properties of the ITC Group, has been using social media in an interesting way since its launch in September 2012.
ITC Grand Chola’ latest digital initiative, titled ‘Glimpse of Paradise’, is aimed at providing the online audience with a sneak preview of what the hotel has to offer through user generated photography. Users can upload their photos on a specially created website for the campaign. The ITC Hotels jury will then select the best three photographers, who shall be invited to an ITC Grand Chola experience. The photographers will be asked to capture and share their individual experiences real time through their smartphones and digital SLRs through a live Instagram feed.
Commenting on the campaign strategy, B Hariharan, Vice President - Sales & Marketing, ITC Hotels said, “The main idea behind this photo contest was to propagate the grandeur and luxury of the ITC Grand Chola, Chennai. The images for this contest will speak of culinary and travel experiences, which are regal and opulent in nature. We want photographers, storytellers and travelers to dig out those images, which speak of breathtaking vistas and extravagance and, as the name suggest, which seems to be a small glimpse of paradise out of the mundane life.”
Over the last one year, ITC Grand Chola has established its presence on Facebook, Twitter and Foursquare, enabling active engagement with guests and promoting the latest happenings in the hotel.
“We have a dedicated social media team to leverage our content strategy across all platforms and create unique content that engages with our audience through visuals, video, text, quizzes/ contests. Through social media, we are able to create a personal bond with our guests even beyond the boundaries of the hotel. The feedback received on social media is very crucial and is handled with utmost care and attention. With this, we are effectively able to address guests’ concerns and make our processes stronger. This also serves as a vital training tool,” added Hariharan.
Some of past campaigns of the property include...
Tweet for treats campaign: This was a crowd-sourced social media initiative to encourage users to tweet and share experiences on ITC Grand Chola and to generate large scale buzz about the hotel. This initiative was recognised by the Global Trend Watcher Report, March 2013.
Grand blogger’s meet: Sixty-five bloggers were invited to experience the glory of ITC Grand Chola. This first-of-its-kind hospitality-centric bloggers meet claims to have created more than one million online impressions and also trended on Twitter.
#SuperDad: The property celebrated Father’s Day with a Twitter contest in partnership with Harley Davidson. The property asked its followers about the best lesson that their #SuperDad had taught them. The winner won a ride on a Harley Davidson along with his/her father and was treated to a special Father’s Day brunch.