The Campaign

The Taj experience was more than just a hotel – it was an experience that was one with its destination, local culture, culinary traditions and in fact, the entire societal eco-system. This finding hit the sweet spot of the modern-day traveller, who was expecting much more from a luxury hotel stay. We decided to own the larger idea of Travel – Inspiring travel as unique as you. We designed completely responsive websites reflecting the semiotic of respective brands. The classical architecture of signature properties – palaces, forts and heritage resorts – was reflected in the design language for Luxury.  The vibrant and fusion motifs of Vivanta and the crispness of Gateway were brought alive on their websites.  To enhance Tajness, we used immersive imagery, reflective content, patterns, responsive grid structure, and balanced white spaces.

Creative Execution

We designed completely responsive websites reflecting the semiotic of respective brands. The classical architecture of signature properties – palaces, forts and heritage resorts – was reflected in the design language for Luxury.  The vibrant and fusion motifs of Vivanta and the crispness of Gateway were brought alive on their websites.  To enhance Tajness, we used immersive imagery, reflective content, patterns, responsive grid structure, and balanced white spaces. Elegant typography put the finishing touches on a warm, luxurious experience. And for the guests, we started with the fastest online booking experience ever – 20 seconds flat! And there was no compromise on the discreet menus, Room comparisons, 360 degree views. A prospective guest can explore not just the hotel properties but also the destination, upcoming local events, travel tips and tricks and even connect with fellow travelers.  The corporate traveller can arrange a business meeting, choose the seating arrangement, and more.

Within a week of launch, we had: • 331,301 digital guests. • 102% increase in clicks to Booking Engine • 21% reduction in bounce rate • 28% increase in average time spent on the site • 10-12% increase in direct booking revenue And we are counting….

Our strategy was to own the idea of tailor-made travel experiences. Our Organizing idea, which would guide our UX, UI, Design and Content strategy, was neatly captured as: ‘Travel Experience as unique as you’ We designed completely responsive websites reflecting the semiotic of respective brands. And the experience was designed around all the services, 20 seconds booking, and exploration of destination, upcoming local events, travel tips and tricks and even connect with fellow travellers. The users can book a table at a restaurant, other services or romantic dinner on a floating barge!