Launch of ITC Grand Goa Resort and Spa, A Luxury Collection Hotel

Case Study: Launch of ITC Grand Goa Resort and Spa, A Luxury Collection Hotel

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Year

2018

Type

PR & Events

Agency

PR Pundit

Client

ITC Grand Goa Resort & Spa

Market

India

Objective

The task at hand was to announce the opening of ITC Hotels’ 13th luxury hotel in India, ITC Grand Goa, a Luxury Collection Resort & Spa, in South Goa. ITC Limited purchased Park Hyatt Goa Resort & Spa in a public auction, a resort that had been extensively covered by media and the challenge was to re-introduce it as ITC Grand Goa Resort & Spa

Actions

Pursued a multi-pronged strategy to announce and highlight the resort’s refreshed brand identity and management

Media statement – Issued a media statement announcing the opening of ITC Grand Goa in key source markets such as Delhi, Mumbai, Bangalore and Goa
Exclusive online preview – Invited Conde Nast Traveller India to secure an exclusive preview and social media shout-outs
Familiarization trips – Tapped short lead titles, freelance travel & food writers for experientials
Local chatter – Promoted the dining options at the resort as independent brands by creating conversations on them in the local media

Results

Garnered 294 exposures across print, online and social media with a total reach of over 700mn and an ad value of INR 2.9 Cr in a span of 5 months
The resort was recognised as the winner in ‘Best Destination Wedding Hotel’ category at CondeNast Traveller India Reader’s Travel Awards 2019