Top Story

e4m_logo.png

Home >> Marketing >> Article

Taj Holidays strikes chord with consumers through holiday package campaign

14-June-2005
Font Size   16
Taj Holidays strikes chord with consumers through holiday package campaign

Ever wondered about a movie directed by Nature, starring you and your family? The latest ‘blockbuster flick’ is directed by Nature. It stars ‘you and your family.’ That’s what Taj Holidays’ recent campaign says.

Taj has recently launched the campaign to connect better with its consumers. Rediffusion DY&R has built the entire communication on the platform of movies. The creative brains behind the campaign are Rediffusion DY&R’s Zarwan Patel and Prashant Godbole.

Taj has gone all out on it with a budget of almost Rs 2.5 crore. The campaign is mainly advertised through print, radio, direct mailers and collaterals. Hoardings are used for Bangalore, Delhi, Chennai and Hyderabad.

Sandhya Kunjur, General Manager Marketing, Leisure Hotels of Taj Hotels, said, “With an ad spend of around Rs. 2 – 2.5 crore, the campaign has had a taste of success already as respondents demand for ‘Finding Heaven’ and ‘Love at Second Sight’ holidays, thus reflecting the high recall of the titles.”

Kunjur cited research to explain the reason behind this campaign, “According to a research carried out by Research International, an interesting finding was that family members wanted to spend quality time with each other. Then, the idea came from the agency Rediffusion DY&R to build the entire communication on the platform of movies as movie is nothing else but a drama of life and it connects very well with Indians.”

She said, “The main objective of the campaign was to create an experience-led positioning. Keeping in mind that kids play a very important role in decisions, Taj Holidays also offers Kids Menu. Other innovative concepts are being worked on. Moreover, in order to connect with the consumer, all content except the titles have been translated into local languages.”

Kunjur added, “The campaign, which started in April, will continue till September. It focuses on summer and monsoon holidays. While the summer campaign was more family-based, the monsoon campaign is targeted aptly at couples that want to rejuvenate their romantic spirits. Titles like ‘Romancing the Rainbow’ and others are bound to spark that feeling.”

The best kind of holiday is one that you would thoroughly enjoy – just like a blockbuster movie. The aficionados wouldn’t waste any time in taking advantage of the offer at blockbuster rates. No wonder the tagline reads – There is nothing more enjoyable than real life.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...