Nashik, a lush green paradise in Maharashtra with its roots in cultural history and ancient lores, is an idyllic setting to reinvigorate one’s mind. Radisson Hotel Group has its flagship property in this urban sanctuary, overlooking a view of the hills, elevating the senses with the scenic background, the gurgling of the waterfalls, the sweet scent of nature and the sprawling vineyards. Our team came onboard to devise a digital strategy and position Nashik Radisson Blu Hotel in such a way that it highlights the transcendental and heavenly experience of the place.
For developing the digital strategy, we began by researching and understanding the diversity of the audience. It was essential to bring the curated experiences that the hotel offers across its wide range of customer base, and we decided to categorise the experience of the getaway into discovering, playing, tasting, staying and bonding. The goal was to foreground the experiential nature of the stay–be it a solo traveller staying in search of solitude and spirituality, a couple bonding over the enthralling power of nature, a family discovering the historical lores of the place, a group of friends playing amidst the mists and the mystical, or even those wishing to taste nature’s air in their soul.
Our approach was to create a digital campaign in order to strategically position the hotel as the go-to destination in Nashik for anyone seeking an immersive experience. Our campaign line “Ascend to Nashik. Transcend with Us” was inspired by the poetic rhythms of the place, evoking a feeling of being a part of a soulful and spiritual journey that is equally stimulating to the senses. The purpose through the campaign was to draw attention to the extraordinary experience that awaits the traveller in the destination of Nashik with Radisson Blu. The creatives for the campaign were designed in such a way that it captures the transcendental state, where the figure of the traveller is merging into the nature in the background, promising a getaway that will go beyond the ordinary.
