As I say in my blog post on reviving 100 year-old brands like the Taj, I put down these thoughts on a new brand strategy and ideas for Taj Hotels around 14 years ago at my aged parents’ place in Goa but sadly lost them to termites. I have tried to recreate the strategy and communication ideas from memory, and I think the timing is still right to revive the Taj brand. Then, it was post 26/11, now it is post Covid-19.
Travel for business and leisure has surged post pandemic and Taj Hotels needs to revive its brand and make itself relevant to today’s luxury traveller both in India and overseas. In the document below, I share my thoughts on the new brand strategy I recommend for Taj Hotels and why, as well as advertising campaign ideas for both TV and print. I also share my thoughts on how the digital media and other communication disciplines ought to be used by Taj Hotels.
While the ideas and scripts for the TV adverts are in the document above, I have created layouts for the print campaign to appear in leading dailies and economic and financial publications as well as select travel magazines as mentioned in the document. I am not an art director or designer, but have created these with the help of Canva, an app for non-designers.
First, a relaunch advert for Taj Hotels that relaunches the brand along with its sub-brands, using Taj’s well-known symbol.
Next, the main brand campaign for the print medium that focuses on important dimensions of the Taj brand of luxury hospitality.
I recommend that IHCL (Indian Hotels Company Limited), the Tata Company that owns and operates the Taj brand redouble its efforts on consolidating and strengthening the Taj Hotels brand, as it is the mainstay of the company’s operations. It is also a leading luxury hotel brand from India and has the potential to build Brand India. Finally, it offers possibilities to build on alliances and synergies with airlines from the Tata Group – Air India and Air Vistara.
The print campaign layouts for Taj Hotels use free stock images from Pixabay, Unsplash and Wikimedia Commons and I am thankful to them.
Peripatetic Perch 