Leveraging Smart Hybrid Strategy in the Pandemic Era for a Global Brand’s Foray into India

How PR Pundit introduced hospitality changemaker Six Senses to India to establish their distinctive values and offerings to a conscious consumer.

Associated since June 2021, PR Pundit was tasked with introducing Six Senses, both the brand and its newest sanctuary – a sensitively restored 14th-century fort and wellness sanctuary in Ranthambore – to new audiences. PR Pundit aimed to reveal and celebrate the brand narratives of empathetic hospitality, meaningful experiences, and pioneering wellness woven into the fabric of Six Senses Fort Barwara, Rajasthan, India.

The challenge was to carve a distinctive positioning for Fort Barwara amidst the sea of heritage properties in the state of Rajasthan. As it was opening amidst Covid-19 in Q4 of 2021, PR Pundit had to design an effective hybrid launch strategy, with safety considerations top of mind. Their key focus? Create ample visibility among the conscious domestic traveller for the new property while inbound international travel was still restricted.

To connect with the target audience, PR Pundit used authentic storytelling to launch the brand, amplifying its legacy via handpicked stakeholders amongst media, influencers and relevant communities.

The Approach

Groundwork

PR Pundit announced the Six Senses brand and its entry into India through a pre-bookings press release to travel trade media, and press kit curation with distinctive narratives for various media.

Hybrid launch

A virtual pre-launch event was designed with a cohesive visual walkthrough of the 48-suite luxury resort anchored by Neil Jacobs, CEO Six Senses, and the General Manager of Fort Barwara, to 40+ key media and influencer stakeholders.

Targeted media interactions were undertaken to showcase the resort’s distinctive offerings, including restoration, indigenous vegetation, and brand nuances of mindful luxury and responsible travel.

Leveraging the power of advocacy

In the early opening phase, PR Pundit deployed digital and traditional media from travel, design, lifestyle and luxury genres on carefully-curated hosted media visits, to establish the resort’s unique luxury and wellness positioning. Authentic storytelling moments were captured by opinion leaders such as Divia Thani (Global Editorial Director, CNT) and Masoom Minawala (mega lifestyle influencer), hosted for personal milestones.

In the growth phase, we built a network of influence via influencers in the luxury and travel segment, and put the spotlight on regular programming through trend features. Our consistent efforts have positioned Fort Barwara as a destination for emotional hospitality, wellness, mindful luxury and slow living amongst Indian and global travellers. We were able to secure pole position in the prestigious Travel+Leisure USA IT list 2022 and Condé Nast Traveler Hot List for the brand’s noteworthy arrival in India.

The Results

115+ Brand features in 18 months
9.4Bn Cumulative reach
410+ Mn Advalue-media reviews, listicles, trend stories and influence hosting
50+ Stand-along long lead features in leading luxury and travel magazines
950+ Posts and stories on social media

Client Testimonials

“It took almost a decade for this 700-year-old fort to be converted into a 48-suite hotel, but it’s been worth the slog. It is encouraging to see global brands arrive in India so conscious of local heritage and riches, and to strive to imbue their openings with as much of these as possible.”
– Divia Thani Global Editorial Director, Condé Nast Traveler.

“Truly an experience like no other…there’s literally no way to capture the beauty of this place in a photo or video. It’s expansive and it’s beyond anyone’s expectations”.
– Masoom Minawala, Global luxury Influencer

The X-Factor

Strong foothold in the hospitality industry

With 25 years of rich experience in the travel and hospitality industry, PR Pundit’s extensive knowledge, combined with an admirable portfolio of luxury hotels, ensure that media stakeholders and influencers view their initiatives seriously. They are known for adopting a discerning approach in their communication with partners, which has earned them a reputation for devising strategic plans that have long-lasting impact. Here PR Pundit leverage their strong network of industry insiders and recognised voices to not only successfully launch a renowned global brand in India during the pandemic, but also position the hotel long into the sustenance phase.