Red Earth Gokarna

Red Earth Gokarna, a beachfront resort located on the secluded Honey Beach, was Red Earth's latest resort. Situated away from the town centre and set amidst the forested hills of the Western Ghats and the peaceful beaches of the Arabian Sea, Red Earth Gokarna’s location played to its advantage.

Challenge

The challenges facing Red Earth Gokarna were two-pronged. One, it was a new property targeting travellers who wanted to rejuvenate and refresh with yoga and Ayurveda, and a weekend away from the crowd. And two, while being an offering of Red Earth Resorts, Red Earth Gokarna didn’t meet the standards of sustainability its sister resorts were known for. Rebuilt from an existing property, there was an inherent need to reposition it as an eco-friendly resort welcoming the environmentally-conscious.

Solution

Red Earth Gokarna was positioned as a wellness destination with a website that mirrored the sustainable values of Red Earth Resorts while staying true to what Red Earth Gokarna offered - a lifestyle-altering stay. Alongside, a digital campaign was launched to generate excitement leading to the opening of the resort while espousing its sustainable-tourism-driven activities.

Website

A search engine optimized website was built on Wordpress to target beach lovers and wellness enthusiasts.
The website incorporated minimalistic design to invite the audience to resonate with the sense of tranquillity and peace associated with the Gokarna.
A 2-grid content layout was adopted to market the resort for being a wellness destination emphasizing the sweet harmony of a temple town, yoga and relaxation.

Digital Media Marketing

A two-pronged strategy of building brand personality through organic posts and paid campaigns was employed.
The organic campaign was executed across Facebook, Instagram and Youtube through a well-planned social calendar with posts that built excitement while the resort was still under construction. Aside from the brand's commitment to sustainability, posts emphasised on the temple town and the serenity of the Honey Beach, while promoting Gokarna as a destination. These were cross-promoted on the social platforms of its sister resorts.
After the resort was unveiled, a social calendar was earmarked to soft-sell the wellness associated with staying at Red Earth Gokarna and their Yoga Teachers Training Programme.
The paid marketing campaign used look-alike audiences from its sister resorts in Tadoba and Kabini to reach out to people who were also deeply motivated by sustainability and authentic experiences in nature.
Leads from the campaign were redirected to a landing page where user information was collected through contact forms. A remarketing campaign targeting such users was also created.
Emails marketing the resort on Red Earth Gokarna’s inaugural were sent to audiences of Gokarna’s sister resorts to welcome older customers to experience the new offering.