ITC Bukhara 35 years - Case Study
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Case Study - ITC Bukhara
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Transcript of ITC Bukhara 35 years - Case Study
Case Study - ITC Bukhara
Objectives of the campaign
Celebrate the glorious 35 Years of the signature restaurant – ITC Bukhara
Highlight & Promote Bukhara as the World’s best Indian Restaurant
Highlight the unique culinary heritage of Bukhara
Drive significant amount of User Generated Content
Campaign that won hearts
‘35 Years Of Bukhara’
Our recipe for success
The AID approach
• Attract the patrons
• Interact with the patrons and create a long lasting bond
• Delight the patrons with memorable moments
The masterplan
The campaign was divided into 2 phases:
Phase 1:
• Pre-Buzz (26th July – 1st Aug)
• Designated Hashtag creation (#35YearsOfBukhara)
• Blogger Engagement
• Specialized Landing page creation
• WelcomZest Lounge Blog release
• Teaser social media posts
The masterplan unveiled…
Phase 2:
During the Celebration (2nd Aug -12th Aug)
• Photobooth deployment
• YouTube video launch
• Dedicated social media communication
• Engaging 10-day daily contests
• QR code sweepstake contest
• Tweet Chat - #InspiringTastes
Let the buzz begin…
• Pre-Buzz - 26st July - 1st Aug 2014
Teaser – Social Media Posts
Teaser launched the campaign into top gear
The web was spun
• Dedicated landing page created to showcase Bukhara’s 35 glorious
years.
It landed us handsome rewards
Key Highlights on the Landing Page:
• Featured video
• Guest endorsed positive reviews
• Celebrity/ heads of state photo gallery
• Awards & accolades and Fun facts etc.
• Website head-mast banners changed to communicate
#35YearsOfBukhara.
• Video blog created on the WelcomZest Lounge.
Spectacular Landing
•2.5 Thousand+ Visits to the Bukhara Landing Page • 580+ Visits to the WelcomZest Lounge
Blogger Engagement / Live Tweeting Session
Exclusive Blogger preview & Live tweeting session organized on the 26th
July 2014:
•3 unique blog posts
•33+ posts/tweets/instaUploads
•Leading to more than 2.1 lac impressions
Time to change the gears
Phase 2
During The Celebrations 2nd Aug - 12th Aug 2014
Let the celebrations begin…
• Proactive engagement held with journalists / media during the
pre-buzz & Celebration phase
•13+ online news releases / Blogs & counting • 30+ posts / Tweets / Instauploads
How we ‘wow’ed the patrons
• Interactive Photobooth booth was installed in front of Bukhara
Key features :
•Click images / edit / enhance
using clip-arts
•Share on preferred social
network / email.
•All images have the Bukhara &
•ITC Maurya branding.
Engagement stats :
•Photos Taken: 1079
•Photos emailed to personal
accounts: 620
•Shared on Facebook: 118
•Facebook Reach: 41 k+
•Shared on Twitter: 15
Selfies to cherish for a lifetime
Every photo carried the
ITC Hotel logo
Selfies to cherish for a lifetime
Fortunate ones had the star ITC chef for company
And how we measured up…
84%
14%
2%
Shared Photographs Analysis
Online-Offline integration – Sweepstake Contest
How it worked…
• QR code - Tent cards were placed on each table
• Scanning the QR code led the guest to a specially designed ITC
Hotels Social media landing page.
• Guests could tweet / share / post images with hashtag
#35YearsOfBukharato participate & win.
Stole the show… Socially
• Designated hashtag #35YearsOfBukhara generated :
• 10 engaging daily campaigns were initiated to build engagement &
drive virality.
Every day was fun day
Daily Social Media Contests were launched
Day 1 – Day 4
Day 5 – Day 8
10/10 excitement score
All daily contest winners were invited to an exclusive Bukhara experience for two
Tweet Chat – Inspiring Tastes
• Exclusive Tweet Chat with Chef Manjit Gill and Chef J. P. Singh under
#InspiringTastes conducted on the 8th Aug 2014.
Bukhara Slogan Contest
“Bukhara Slogan” contest led to further engagement:
• 72 Thousand+ accounts Reached
• 3 lac + impressions
• 170 Twitter entries
The memories lived on forever
ITC Bukhara – The world’s best Indian restaurant!
