Create visibility around potential tourists profile(s)on internet to increase chances of traffic to Nedou's Hotel Gulmarg

Channels:

Facebook page – Chosen as the central social media activity platform for being the most popular social media platform

Instagram - Chosen as the most popular image/video sharing platform to give a visual feel of the property and its various facets

Google+ – Chosen as the social media platform of biggest search network Google - highly impacting organic search visibility. G+ Business page to make a presence of Nedou’s Hotel Gulmarg on Google network – search, map and business

Google Adwords was used to drive traffic from Google Search Network on the website

Twitter - Chosen as most popular micro social network, it was used as the central cross sharing platform of content from both Facebook and Instagram apart from the independent twitter posts

TripAdvisor - TripAdvisor globally most popular travel insight portal was chosen to gain third party as well as customer endorsement to enhance online reputation and targeted visibility

Implementation:

The campaign was stragically conceptualized at creative level on three communication pegs:

Property: Nedou’s Hotel Gulmarg – Over 120 year old Heritage hotel
Location: Gulmarg – heartland of India’s Winter sports
Activities: Winter Sports with major focus on Skiing

Basis these, we developed various content pegs revolving around to create direct and indirect communication posts. Posts were highly customized in both content format and ideas to suit requirements of different social media platforms. Posts were created to be

Despite a shoestring marketing budget we used periodical focused digital marketing boost to reach newer audience segments. Digital marketing efforts were made highly targeted through meticulous audience segmentation based on sectorial research

On Facebook we reached 2000 likes in no time and reached around 100, 000 unique audiences over three months

Through targeted Search campaign on Google with meticulous keyword selection we received around 1000 clicks and 100 enquiries during this period in a highly competitive winter tourism market online

TripAdvisor along with direct mailers to customers for guest feedback we generated about 50 highly positive reviews which were duly addressed. This activity earned the hotel the TripAdvisor Top rank as a boutique hotel in Gulmarg

Overall campaign success can be measured by the fact that the bookings this winter season were up by 25% from last year