Perched on the pristine Honey Beach, Red Earth Gokarna emerged as the latest jewel in the Red Earth Resorts' crown. It created itself niche not just by location - away from overwhelming and crowded town centre, but also in spirit - my embracing sustainable practices in everything from its construction to its functioning. Red Earth Gokarna sough to embrace two things as a part of its identity - novel retreat, it beckoned travelers in pursuit of rejuvenation, yoga, and Ayurveda; while embracing its identity as an eco-conscious sanctuary, catering to the environmentally-aware.
Guided by One MG, the resort sought an identity that would help in aligining luxury, environmental sustainability and minduflness into one fluid narrative.
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.
Motion Graphic Posts, cinemagraphs and videos were created around the themes of yoga, wellness, sustainability, and serenity to promote the brand.
On unveiling, the website garnered 6,061 users, 17,636 page views and 89% new visitors in a span of four months.
