Published on February 18, 2014
COURTYARD BY MARRIOTT, MUMBAI INTERNATIONAL AIRPORT THE AWADHI FESTIVAL CAMPAIGN
ABOUT: OUR AWADHI FOOD FESTIVAL Our ‘Awadhi Food Festival’ is a food festival that celebrates Awadhi cuisine from t h e c i t y o f L u c k n o w. A w i d e v a r i e t y o f s l o w c o o k e d i t e m s a r e s e r v e d o n t h e festival buffet including and not limited to kebabs, curries, biryani, Awadhi breads, desserts and more. AIM & OBJECTIVES: • • • To c r e a t e m a x i m u m v i s i b i l i t y f o r o u r A w a d h i F o o d F e s t i v a l . To h e l p o u r a u d i e n c e u n d e r s t a n d “ W h a t t h e y c a n e x p e c t w h e n t h e y m a y h a v e Awadhi Food?” Engage the audience via receiving likes, comments, shares, link clicks, favorites etc. on our posts.
STRATEGY: • • • • • • Tw i t t e r & F a c e b o o k w e r e t h e c h a n n e l s t h a t w e r e s e l e c t e d . We created a video to communicate the message ‘that we are organizing an Awadhi Food Festival that includes slow cooked/dum cooked dishes’ and posted pictures before and after the video on Facebook to support the message. I t w a s m a d e i m p e r a t i v e t h a t p i c t u r e s w e r e o f g o o d q u a l i t y. A twitter contest was organized. The hashtag #CourtyardAwadhiFoodFestival was used with appropriate tweets a n d p o s t s o n Tw i t t e r a n d F a c e b o o k . The hashtag was chosen in such a way that it communicated the message of our festival with just a glance.
EXECUTION: FACEBOOK • • • We launched our campaign with an image of our Chef in an Awadhi set and used the term ‘Slow Cooking’ in the post so as to support the video that would be uploaded within the next 48 hours. After posting the video, we ensured that attractive pictures were posted that gave out the same message. Most of the pictures were candid pictures taken at the festival. A call to action was placed on all necessary posts. EXECUTION: TWITTER • • • • W e l a u n c h e d t h e Tw i t t e r c a m p a i g n b y p o s t i n g t h e s a m e p i c t u r e t h a t w a s posted for the Facebook launch. We then announced that we are organizing a contest. 12 questions revolving around the term Awadhi were asked. Participants had to use the hashtag #CourtyardAwadhiFestival. The last answer needed two hashtags (#CourtyardAwadhiFestival & #ABiryaniADay)
IMAGES USED EXAMPLES:
THE RESULTS • • • • • High levels of engagement on Facebook. The hashtag #CourtyardAwadhiFestival trended in Mumbai (trendsmap & twitter) The second hashtag #ABiryaniADay trended in Mumbai (on trendsmap) The cost for this campaign on social media was minimal as all of the work was done by our in-house creative team. 40 additional covers were generated during the festival.
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