#CaseStudy - Taj City Centre Gurugram's successful social media re-branding transition

Brand

Taj City Centre, Gurugram

Agency

Mindshift Interactive

One of the country’s most iconic hospitality chains, the Taj Hotels Resorts and Palaces’ Gurugram division, the Taj Vivanta Gurugram was rebranded as the Taj City Centre, Gurugram.

Objective

In light of the rebranding exercise, the core objective of the campaign was to promote and raise awareness around the transition of the Taj Vivanta Gurugram to the Taj City Centre, Gurugram, keeping the ‘Tajness’ of the grand hotel chain intact.

Execution

The Taj City Centre Gurugram rolled out their campaign with a digital video titled, #CheckInToTajCityCentre showcasing the improved Taj experience through the journey of business traveller.

https://www.facebook.com/TajGurugram/videos/1868093190168836/

Also Read: #TajWithIndia: A beautiful ode to independent India

https://www.facebook.com/TajGurugram/photos/a.1667811336863690.1073741829.1658828204428670/1849841588660663/?type=1&theater

The brand leveraged one of the newest innovations that social media has to offer, the Press and Hold Format that has taken social media by storm. Taj Gurugram became one of the earliest adopters of this format.

https://www.instagram.com/p/BbmSm9mlilC/

Visiting the Taj City Centre Gurugram, the visitor basks in the glory of the Taj hospitality experience and enjoying it’s contemporary comforts, discovering the city and it’s modern facets.

#CheckInToTajCityCentre to check out all that Gurugram has to offer. pic.twitter.com/5VKEoUQ3B0

— Taj City Centre (@TajGurugram) December 30, 2017

#CheckInToTajCityCentre, check-in to Gurugram. pic.twitter.com/Mdd7pyuGpi

— Taj City Centre (@TajGurugram) December 19, 2017

Additionally, the #CheckInToTajCityCentre contest was announced to garner social media engagement from the brand’s followers on Facebook, Twitter and Instagram.

https://www.facebook.com/notes/taj-city-centre-gurugram/checkintotajcitycentre-tc/1875107689467386/

Taj City Centre asked participants to tell them what they would like to experience when they #CheckInToTajCityCentre.

Results

The campaign generated a significant total outreach for Taj City Centre Gurugram at more than 990K, garnering impressions to the tune of 2.04M. The campaign video for #CheckInToTajCityCentre generated more than 530K Views.

An outreach of more than 1,84,714 was generated by the #CheckInToTajCityCentre contest, with more than 1,41,127 Impressions

A total of 239 interactions were observed, and total views on all the platforms peaked at 1,25,844.

The campaign objectives for the brand were successfully fulfilled with the help of the campaign as Taj City Centre Gurugram managed to create a tremendous buzz to bring the rebranding to the notice of the digital audience.