Applied to:
This award recognizes a media campaign that has effectively promoted a hospitality brand or group. The campaignmay have been executed on any media platform, such as television, radio, newspapers, digital displays, social media, or the internet, and should have demonstrated creativity, originality, and relevance to the target audience. The winning campaign will have successfully increased brand awareness and/or customer engagement, resulting in positive business impact for the hospitality brand or group.
The project:
IHCL has a longstanding commitment to empowering women by providing supportive policies and addressing developmental needs. Reflecting this culture, ‘She Remains the Taj’ celebrates the spirit of every woman through a comprehensive framework of women-centric initiatives for guests, partners, employees, and other stakeholders.
The Campaign Launch:
Launched in May 2022 at the Taj Mahal, Mumbai, the campaign featured a heartwarming film showcasing IHCL’s women partners, employees, and guests. The launch event included a panel discussion celebrating womanhood and was broadcasted live on ET Now, with extensive social media promotion. The digital launch through the Metaverse hosted over 500 guests, allowing them to interact and network virtually.
Media Plan and Amplification:
The media plan aimed to maximize the reach of the “She Remains the Taj” campaign using a 360-degree approach. This included social media promotion, PR activations, in-hotel communication, content marketing, database marketing, and digital marketing. A video series titled ‘She Stories’ celebrated women employees and inspirational stories of women connected to IHCL.
Commitment to Women Guests:
IHCL launched ‘Woyage’ for women travelers, offering specially curated stay packages with added benefits. These packages were extensively promoted through digital marketing and social media.
Commitment to Women Employees:
IHCL has pioneered initiatives such as South Asia’s first all-women managed luxury residences and an all-women engineers’ team for Ginger’s flagship hotel. With ‘She Remains the Taj,’ IHCL aims to increase women’s workforce participation to 25% by 2025, ensuring 50% female participation in its Management Training Program. The Second Career Policy enables women to re-join mainstream jobs post career breaks.
Commitment to Partners:
IHCL supports women-led businesses and actively engages with partners who promote women’s employment. Collaborations include Jai Vakeel Foundation for Woyage amenities pouches and Prianca Gurnani’s all-women enterprise for guest slippers.
Commitment to Community:
IHCL’s women weavers’ training program promotes self-employment and income generation in the handloom industry. The “Diversity including Women at IHCL – DiWA” program provides intensive six-month training to induct women across hotel departments, enhancing workforce participation.
Impact:
The campaign received an overwhelming response, generating a media asset value of 41 million INR and reaching 200 million people across Facebook, LinkedIn, Twitter, and YouTube. ‘She Remains the Taj’ was among the top 5 trending topics on Twitter for three consecutive days post-launch.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
