Introduction
Polo Orchid Resort is a high-end property nestled amidst the verdant landscapes of Cherrapunjee. It offers premium experiences to its customers with its infinity pool, floating breakfast, breakfast by the waterfall, candlelit dinner and much more. Their property had it all but they were struggling to have an impactful online presence and lacking booking from their own website. As a result, they were finding it difficult to shine in the crowded market of the hotel industry.
Objective
When the team of KlarusTech took up their project, we had a number of important goals to boost the resort's market appeal and revitalize its brand in order to solve the following issues:
- Boost Sales: The first objective was to increase the sale of the property by making it look more luxurious and bringing it in front of its target audience.
- Enhance Social Media Presence: In order to engage potential visitors and highlight the resort's opulent experience, it was imperative to establish a more robust and captivating social media presence.
- Change Product Positioning: Rebranding the resort was essential to position it as an aspirational destination that appeals to a wider audience, inviting them to experience the beauty and tranquility of Cherrapunjee.
- Streamline Booking Processes: It was necessary to reduce reliance on third-party platforms for bookings and minimize commission fees, thereby enhancing profitability.
Challenges
We have faced a lot of challenges in this process. Here is a nutshell of them -
- Establishing a Strong Brand Identity: Building a strong brand identity among the people needed a deep understanding of the brand from our end. It was also necessary for us to present it in the market in its truest form to construct a strong brand identity among its target customers.
- Creating Compelling Content: Another challenge that we faced was creating compelling content that provides an aspirational image of the property. This demanded videos that effectively showcased the resort’s features and captured its essence.
- Improving Social Media Engagement: Since we were trying to give a complete makeover to their existing social media, we had to ideate and execute the content calendar from scratch with strategic planning and consistent execution.
- Optimizing Website Functionality: As people were used to booking the property from third-party websites, it was a big challenge for our digital team to shift those people to Polo Group's official website.
Strategy
To overcome these challenges, we developed a comprehensive strategy focusing on rebranding, enhancing social media engagement and running ads to increase the bookings from their official website:
- Rebranding and Positioning: The first step involved conducting brainstorming sessions to redefine the resort’s brand identity. A new brand narrative was crafted, emphasizing exclusivity, luxury, and the unique experiences that set Polo Orchid Resort apart from competitors.
- Experiential Video Campaigns: High-quality videos were produced to showcase the resort’s stunning amenities, natural beauty, and one-of-a-kind experiences. These videos would serve as a central component of awareness campaigns across various social media platforms and digital marketing channels.
- Social Media Enhancement: A comprehensive social media strategy was implemented, focusing on creating engaging content and targeted promotions. The experiential videos played a crucial role in driving engagement and attracting a more aspirational audience.
- Run Ads For Website Bookings: Our digital team has strategized and run targeted ads helping users to book from the website and reducing dependency on third-party booking platforms.
Execution
Being the best digital marketing agency in Kolkata, we have involved several crucial phases for carrying out the strategy:
- Brand Repositioning: We unveiled a form of messaging that emphasised the property's unique experiences and offers.
- Video Production: We created experiential videos with a coordinated effort that perfectly encapsulated the resort's luxurious offerings and breathtaking natural settings. We used their website, social media accounts and targeted advertisements to distribute these videos.
- Social Media Campaigns: To raise awareness and engagement, we started targeted social media campaigns. Influencer partnerships and the use of user-generated content increased the resort's credibility and audience.
Achievements
The all-encompassing approach produced noteworthy and satisfying outcomes:
- Increased Sales: As a result of the resort's improved brand positioning and successful marketing tactics, bookings saw a sharp boost.
- Improved Social Media Presence: Due to the immersive video campaigns and tailored content, social media engagement rates grew significantly for Polo Orchid Resort. This resulted in more interactions and followers growing on the platforms.
- Effective Repositioning: The resort's new, aspirational branding connected strongly with the intended consumer, improving its standing and appeal within the upscale lodging industry.
- Simplified Bookings: As a consequence of running targeted ads, there was a noticeable shift from the use of third-party booking websites to the official website of Hotel Polo Towers, which decreased commission costs and enhanced the visitor experience while making a reservation.
Conclusion
The obstacles that had previously prevented Polo Orchid Resort Cherrapunjee from growing were effectively addressed by our strategic initiatives. Experiential video ads and expedited booking procedures were part of a well-executed plan that yielded notable benefits in revenue, brand positioning and social media engagement. This project highlighted the crucial importance of strategic rebranding and effective digital marketing in achieving business goals, ultimately positioning Polo Orchid Resort as a premier aspirational destination for travellers seeking luxury and tranquility in the heart of Cherrapunjee.
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