Case Study
Pilibhit House, Haridwar - IHCL SeleQtions
Launch of Pilibhit House
an aristocratic noble house situated by the river Ganges
Challenges
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Haridwar primarily viewed as a grief destination
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Neighbor Rishikesh with its quaint vegan cafés and cool quotient is more popular amongst leisure travelers
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Gap between launch announcement and PR outreach
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Multiple breaks in campaign execution due to pandemic
Strategy
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Introduce ‘Pilibhit House’ as an experiential luxury oasis and highlight its unique facets from design, F&B, wellness etc.
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Create a campaign that offers readers/ guests a chance to discover the pious city of Haridwar through the lens of Pilibhit House
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Build affinity and salience amongst the relevant target audience
Outcome – generated positive word of mouth, successfully established brand recall, drove consideration towards ‘Pilibhit House’ – one of the many factors in contributing to increased occupancy and ARR
Key Titles Secured
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Secured coverage in prominent lifestyle and trade titles for hotel reviews, various appointment releases and topical press notes
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The Times of India, The Hindu, Outlook Traveler, India Today, Nat Geo Traveller, Conde Nast Traveler, Architectural Digest, BW Hotelier, Hospitality Biz, ET Travel amongst others
Print & Online
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Garnered media mileage via hosting key journalists at Pilibhit House along with actively participating in trend stories
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Total Reach Print: 1.7 Cr
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Total Reach Online: 40 Cr
Social Media/ Influencer
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Hosted influencers across the lifestyle, luxury, fashion and mythology segments to establish affinity for Pilibhit House via curated, enthralling experiences
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Total Reach: 1.8 Cr
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Created an F&B Trail and hosted key influencers to showcase the culinary delights at Pilibhit House and the city of Haridwar
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Total Reach: 18 L
Take a memorable pause
at the Pilibhit House, Haridwar
Total PR Savings
INR 14.5 Cr
Total Real World Impact
Average Room Rate Increase from 12.5, to 30k per night
In the News
OUTLOOK TRAVELER
INDIA TODAY SPICE
Social Media Buzz
Devdutt Pattanaik
Author, Host, Mythologist
Nitibha Kaul
Fasion & Luxury Influencer
Nitibha Kaul
Fasion & Luxury Influencer
Sameer Bawa
F&B Influencer
Take a memorable pause
at the Pilibhit House, Haridwar
Launch of Pilibhit House
an aristocratic noble house situated by the river Ganges
Challenges
-
Haridwar primarily viewed as a grief destination
-
Neighbor Rishikesh with its quaint vegan cafés and cool quotient is more popular amongst leisure travelers
-
Gap between launch announcement and PR outreach
-
Multiple breaks in campaign execution due to pandemic
Strategy
-
Introduce ‘Pilibhit House’ as an experiential luxury oasis and highlight its unique facets from design, F&B, wellness etc.
-
Create a campaign that offers readers/ guests a chance to discover the pious city of Haridwar through the lens of Pilibhit House
-
Build affinity and salience amongst the relevant target audience
Outcome – generated positive word of mouth, successfully established brand recall, drove consideration towards ‘Pilibhit House’ – one of the many factors in contributing to increased occupancy and ARR
Key Titles Secured
-
Secured coverage in prominent lifestyle and trade titles for hotel reviews, various appointment releases and topical press notes
-
The Times of India, The Hindu, Outlook Traveler, India Today, Nat Geo Traveller, Conde Nast Traveler, Architectural Digest, BW Hotelier, Hospitality Biz, ET Travel amongst others
Print & Online
-
Garnered media mileage via hosting key journalists at Pilibhit House along with actively participating in trend stories
-
Total Reach Print: 1.7 Cr
-
Total Reach Online: 40 Cr
Social Media/ Influencer
-
Hosted influencers across the lifestyle, luxury, fashion and mythology segments to establish affinity for Pilibhit House via curated, enthralling experiences
-
Total Reach: 1.8 Cr
-
Created an F&B Trail and hosted key influencers to showcase the culinary delights at Pilibhit House and the city of Haridwar
-
Total Reach: 18 L
Total PR Savings
INR 14.5 Cr
Total Real World Impact
Average Room Rate Increase from 12.5, to 30k per night
In the News
INDIA TODAY SPICE
OUTLOOK TRAVELER
Social Media Buzz
Nitibha Kaul
Fasion & Luxury Influencer
Devdutt Pattanaik
Author, Host, Mythologist
Sameer Bawa
F&B Influencer
Shivan & Narresh
Fashion Designers
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-
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Strategised communication plan for TBC's foray into merchandising and its app & loyalty program
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Launched in the pandemic. it became the No. 1 channel in its genre within a year
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ITALIAN SCREENS
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Gary Kirsten
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Re-opening of the hotel post pandemic with all new F&B and wellness experiences resulting in PR Savings of INR 10 CR.
Success Stories