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.
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.
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.
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.
The brand launch integrated marketing campaign by Oi for Taj Hotels Resorts and Palaces in London was a platinum winner at the global Hermes Creative Awards.
The Hermes Creative Awards is for creative professionals involved in the concept creation, writing and design of traditional and emerging media. Oi’s ‘English Classics, Reinvented’ campaign was a platinum winner in the communication/marketing campaign category. There were over 6,000 international entries from across the United Kingdom, United States, Canada and many other countries in the competition. Entries came from corporate marketing and communication departments, advertising agencies, PR firms, design shops, production companies and freelancers.
The Hermes Creative Awards are administered and judged by the Association of Marketing and Communication Professionals. The global organisation consists of several thousand marketing, communication, advertising, public relations, media production and freelance professionals. AMCP oversees awards and recognition programmes, provides judges and rewards outstanding achievement and service to the profession.
The ‘English Classics, Reinvented’ campaign was also nominated for the prestigious DRUM Marketing Award for ‘Re-brand/Re-launch Strategy of the Year’ against finalists including Aviva, Royal Mail, Unilever (PG Tips), Microsoft and ITV. A spokesperson from DRUM said the judging panel was ‘impressed’ by the work while announcing the shortlist for 2016.
If you’re near Westminster, and want to stay somewhere very nice, visit the St James Court, A Taj Hotel, London website.