Applied to:
This award recognizes a marketing program that has successfully enhanced and promoted a brand, a group or a concept/product through innovative initiatives, tools or partnerships. The marketing initiative must demonstrate a deep understanding of its target audience and will have successfully engaged and inspired them through creative and effective collaborations.
* Brands/Groups may submit themselves or partners/agencies may submit on behalf of their clients.
The project:
The "Celebrating Our Bond" initiative, launched by IHCL in October 2023, was a month-long campaign designed to strengthen customer loyalty and attract new members to the IHCL family. The campaign celebrated existing members by offering exclusive stay and dining experiences while providing a welcoming platform for new customers to join the loyalty program.
This innovative marketing initiative targeted diverse audiences, including family travelers, high-value luxury brand enthusiasts, and loyalty database customers through Tata Neu. Using a multi-channel approach, the campaign engaged participants via emailers, social media posts, website banners, in-room amenities, and festive hotel lighting. Key highlights included customized coasters, welcome beverages, and interactive events in IHCL properties, creating a memorable and immersive experience.
With a promotional spend of ₹74 lakh, the campaign exceeded expectations, generating a total revenue of ₹56.3 crore, which included ₹46.2 crore from stays and ₹10.1 crore from F&B. Over 268 hotels, including luxury bungalows, and 480+ F&B outlets participated, amplifying the campaign's reach and engagement. The initiative achieved a digital reach of 100 million impressions, surpassing the initial target of 25 million, while enrolling 52,000 new members, exceeding the goal of 50,000.
IHCL also incorporated internal engagement through activities like Tata Neu Tuesdays and contests, ensuring excitement and ownership among 35,000 employees. Social media contributed significantly, with 5 million total engagements and over 99 million impressions across platforms such as Facebook, Twitter, and Instagram.
The campaign’s innovative execution, widespread reach, and remarkable financial performance make "Celebrating Our Bond" a standout marketing initiative. By delighting loyal members and attracting new ones, IHCL not only strengthened its customer base but also reinforced its position as a leading player in the hospitality industry.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
