[Case Study] Decoding JW Marriott's #PassportToDashanzi

Brand

JW Marriott

Agency

Mindshift Interactive

JW Marriott Mumbai Juhu conceptualized a campaign and amplified the launch of Dashanzi, the new Progressive Modern Asian cuisine restaurant and lounge in Mumbai. The launch was a star studded affair that saw prominent Bollywood personalities like David Dhawan, Jackie Shroff, Riteish Deshmukh, Anupam Kher, and more.

Objective

The aim of the campaign was to highlight the launch of the new restaurant and lounge through a sneak peek of the property showcasing the chefs, signature dishes and the name origin.

Execution

A digital story was told through live coverage across Twitter, Instagram, and Facebook through engaging posts, video interviews, hyperlapse videos, boomerang shots and behind-the-scenes magic. To provide an additional push to the campaign, the camapaign produced rich visual content around the cuisine and chefs which helped in the amplification process.

The campaign was initiated by building buzz and engagement around the property without revealing the name in the form of Flipagrams and GIFs. The communication then steered towards the introduction of the restaurant by creating content across all the platforms.

Unique hashtags such as #WhatIsD, #PassportToDashanzi were launched towards building curiosity and taking guests through the journey of their new restaurant. Towards the launch and amplification, the hashtag #Dashanzi was leveraged.

Commenting on the campaign Pracheta Morarji, Senior Marketing Communications Manager, JW Marriott Mumbai Juhu states, “The digital buzz for Dashanzi was an extremely important part of the overall campaign. The online push garnered immense traction and established a prominent recall in the minds of our target audience which certainly reflected in the sales as well. We are thankful to our guests who have truly contributed in generating the required buzz & have also added a sense of anticipation for the Dashanzi launch.”

Results

The month long campaign garnered a total outreach of 21 Million across the brands’ owned social media platforms and through social media influencers and bloggers. The restaurant received over 1,000 check-ins during the entire launch period of Dashanzi, showcasing the output potential of the marketing efforts.

JW Marriot created stir around the launch of their new restaurant with affective storytelling.