An English Classic, Reinvented
Part of Indian conglomerate Tata Group, the Taj Hotels Resorts and Palaces was established in 1901 and is one of Asia’s largest and finest group of hotels, with hotels, resorts and palaces in the UK, USA, Maldives, Malaysia, Australia, Bhutan, Sri Lanka, Africa and the Middle East. From world-renowned landmarks to contemporary business hotels, idyllic beach resorts to authentic Grand Palaces, each Taj Hotel offers an unrivalled fusion of warm Indian hospitality, world-class service and modern luxury.
Taj Hotels Resorts and Palaces has over 150 hotels around the world including the 338 bedroom St James’ Court and the 85 all-suite luxury Taj 51 Buckingham Gate Suites and Residences, near Buckingham Palace in London.
With three restaurants, including the Michelin-starred Quilon restaurant, bars, a wellness centre and the award-winning conference rooms and banqueting suites, the hotel had undergone a major upgrade, then re-branded to St. James’ Court.
Oi was appointed to develop, implement and manage the new brand launch campaign in London, specific areas of the UK and internationally targeting source markets such as America.
How we listened and learned
A discreet Victorian masterpiece, typifying the concealed charm of one of Britain’s finest luxury hotels, St. James’ Court strives to make each visit more pleasurable and memorable with signature Taj hospitality and warmth.
Located in central London SW1, the hotel is just footsteps from Buckingham Palace and St. James’ Park, and conveniently close to Westminster, Victoria Station, the West End and Mayfair. St. James’ Court is perfectly positioned to explore London, for business or pleasure.
The launch campaign needed to position St James’ Court as a slice of the past served on a contemporary platter, perfectly placed between Buckingham Palace and the Houses of Parliament in Westminster.
How we collaborated and created
Oi’s launch campaign – entitled ‘An English Classic, Reinvented’ – for St. James’ Court ran across escalator poster sites at Heathrow airport and London Underground sites near the hotel, as well as on London buses and full wraps across a fleet of London black cabs. In keeping with Taj’s positioning of reinventing tradition and bespoke luxury, the outdoor campaign featured metallic gold as a printing finish on all the artwork and kept every element classic and elegant.
Digitally, the advertising campaign ran across online banner advertising on websites such as the Londonist.com and the Economist.com (in the UK and globally). Oi ran a blend of creative executions across the Economist.com achieving some of the highest click through rates seen by the publisher.
Oi created, launched and managed a major Facebook photograph competition called ‘London is Grand’ as part of the campaign. Running on www.facebook.com/sjctaj people uploaded their favourite photograph of London for the chance to win prizes that included a stay at the Taj Exotica Resort and Spa in the Maldives (awarded the second best resort in the world by Condé Nast Traveller), as well as stays at Taj Palace Marrakech, six course dining at Michelin starred Quilon restaurant, weekend breaks at St. James’ Court and the signature 24 Karat Gold Afternoon Tea experience at the hotel.
How we evaluated and evolved
The campaign proved very successful with a three-fold increase in website visits, over 100,000 page views and gained over 4,000 additional fans on Facebook in three months.
Oi also worked on the launch of the Shangri-La Hotel at The Shard, London. This work included creation of all printed collateral for the hotel (brochures, fact sheets, folders, invites, stationary, branded room collateral), microsites, email marketing and other below-the-line marketing activity.