A Rajsthani village theme resort shall we say?
What was the scene before we came in :
The good points:
The resort was doing well, the restaurants were the main strong points. It had overcome the distance factor considered very risky for it at that point of time - It was 14 kms away from the city.
So, people were familiar with the resort and it's food - Rajsthani and Punjabi, mainly.
The weak points : Competition had cropped up, and was catching up. Most basic, people's choice set had swelled.
What did we do :
We were not dealing with not a new concept otherwise, as we have one Chokhidhani in Jaipur.
So, we were on a slippery ground if you look at it from another point.
Similar concept, similar ambience, similar welcome, almost similar offering...
So, the representation had to be different.
So, we started changing it's look. We re-designed the website .
We re-designed the brochures, the hand outs...
Then came in communication with the customers- advertising ...
Was there any scope of adding something new? :
We found out that there were a lot of other things they could do, to begin with :
1. Market the Restaurant on different occassions (regular stuff you my say, but not in this "less
competition" part of the world.
2. Increase step-ins on Wedding Anniversaries / Birthdays.
3. Use the strength of their food and spare-space to market it as a wedding venue.
4. Market their cottages.
This is what we did :
1. Market the Restaurant on different occassions.
Christmas :
2. Increase step-ins on Anniversaries / Birth days :
All we did was, reminded people that these are "romantic" or " happy" occassions and not the usual, run of the
mill types..
What was the scene before we came in :
The good points:
The resort was doing well, the restaurants were the main strong points. It had overcome the distance factor considered very risky for it at that point of time - It was 14 kms away from the city.
So, people were familiar with the resort and it's food - Rajsthani and Punjabi, mainly.
The weak points : Competition had cropped up, and was catching up. Most basic, people's choice set had swelled.
What did we do :
We were not dealing with not a new concept otherwise, as we have one Chokhidhani in Jaipur.
So, we were on a slippery ground if you look at it from another point.
Similar concept, similar ambience, similar welcome, almost similar offering...
So, the representation had to be different.
So, we started changing it's look. We re-designed the website .
We re-designed the brochures, the hand outs...
Then came in communication with the customers- advertising ...
Was there any scope of adding something new? :
We found out that there were a lot of other things they could do, to begin with :
1. Market the Restaurant on different occassions (regular stuff you my say, but not in this "less
competition" part of the world.
2. Increase step-ins on Wedding Anniversaries / Birthdays.
3. Use the strength of their food and spare-space to market it as a wedding venue.
4. Market their cottages.
This is what we did :
1. Market the Restaurant on different occassions.
Christmas :
Encouraged by the response they got in our first attempt, the next year, they called in a ventriloquist from Mumbai, added cartoon characters, introduced lots of games for kids...
Te next year, the offerings swelled further. So, we decided to call it..
14th Feb, Valentne's day print ads :
The usual stuff really, romantic evening, good food, candle light dinner... and a singer crooning soft songs. We suggested that guests can request a song to be dedicated to their respective seethearts..
Holi print media ads :
Holi is a big festival, now almost accross all of Urban India. The offering was plain and simple, music blasting out of the huge music systems on the tips of the DJ, you submerge (or throw!) your friend into a swimming pool filled with coloured water, followed by rain dance and good food...
2. Increase step-ins on Anniversaries / Birth days :
All we did was, reminded people that these are "romantic" or " happy" occassions and not the usual, run of the
mill types..
3. Use the strength of their food and spare-space to market it as a wedding venue.
But, one wouldn't celebrate a wedding anniversary, if one didn't marry, isn't it?
So..
As mentioned earlier, the client had a lot of lush green space to offer as a wedding venue, what with the TG already aware of the food quality they would get here. Our client were to actually start playing the role of a wedding planner now, So we said to the TG, "we'll make the occassion more memorable for you"..
Now, food plays an important role in any wedding function. "decoration and welcome to theek thaa, par food me zara bhi mazaa nahi aayaa " is the general retort we often hear from someone who's discussing a wedding s(he)'s just attended. And it usually happens because people are not able to equate the fancy names to the taste they are being offered under that name of the dish.
At least the host should know what he's offering !
So, Food Carnival . The name isn't representative of the event, but the client wanted that name. Basically, they were to invite the customers who had booked a wedding at the resort and showcase them different decoration themes and items of the food menu. The Bride, groom to be and their respective parents could attend it and decide on the ambience they wanted and the food they wanted to offer their guests. Hence the ads -Print and Radio mainly...
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