Leading Digital for the Unparalleled Giant in Hospitality - GRT Hotels & Resorts
Stealing the Digital Hotspot for GRT
As a giant in South India’s hospitality sector, GRT Hotels & Resorts has been renowned for offering both luxurious and budget-friendly stays with properties across Yercaud, Kodaikanal, Salem, and Mahabalipuram. While it found a special spot in the hearts of its customers, its ledger told a different story.
On one hand Online Travel Agencies had commandeered majority of room bookings through their sites, leaving GRT with massive cuts in their profit. On the other hand – in the aftermath of 2004 Tsunami, GRT Grand Hotel Mahabalipuram’s Radisson Blu had refurbished its restaurant, ‘The Wharf’ and was looking to re-establish it to its former glory.
Discover how One MG stepped in to tip the scales in GRT’s favour and help maintain its stronghold as one of the most beloved hospitality chains in South India.
What We Did For The Brand
- Social Media
- Digital Marketing Campaigns
- Restaurant Launch Campaign
- Influencer Marketing
Digital Marketing Campaign
- A digital marketing campaign was launched to help improve brand visibility and increase traffic to the hotel booking pages through search ads, remarketing ads and interest-based marketing campaigns where ads were pushed to a lookalike audience or those who had shown interest to competitors.
- All the campaigns were centered around different messages – exclusive seasonal experiences were promoted for the Kodaikanal property while the popular summer chillers program was promoted for Mahabalipuram – the GRT Hotel in Chennai. The hotel in Salem had recently been launched and so the new property was promoted.
Social Promotion Campaign
- In the runup to the launch, a gamified quiz was launched on Facebook to increase the viewership of the live launch video and ensure virality.
- Winners were asked to tag friends and were selected on the following parameters – right answer, the virality of their post and how quickly they answered.
- Weekly vouchers were given to the winners to be cashed at the restaurant at the GRT Hotel.
Influencer Marketing
- In order to reach out to a larger audience, food and lifestyle bloggers along with top influencers in the city were invited to experience the newly relaunched restaurant and blog about it.
- They were also invited on the day of the launch to cover the event through FB and Instagram Live and posts on these social media channels.
Impact
We increased traffic to the booking pages by 20x – 30x on an average across campaigns, while generating 576 leads for Wharf during the one-month campaign.
