Taj Hotels Debuts Experiential Marketing Campaign
by James Shillinglaw /The Taj Mahal Palace, Mumbai, India. Photo: Taj Hotels
Taj Hotels, Resorts and Palaces is introducing a new marketing campaign focused on "Tajness,” the brand’s new philosophy that defines its signature guest experience. Tajness stands as a commitment to guests to deliver consistent services and experiences at Taj’s 100 hotels around the world, from its palaces to beach villas and jungle lodges.
This August guests will experience Tajness rituals from the moment of arrival to daily activities, including yoga and afternoon tea, and a farewell that will leave a bit of Taj with each guest as they depart. Tajness was introduced on Aug. 5 at Taj’s flagship Taj Mahal Palace in Mumbai and will be rolled out across all hotels in India, and internationally on a phased timeline, by the end of 2017.
The Tajness experience will focus on providing a taste of Indian tradition mixed with authentic local experiences. Sensorial experiences are key to the brand experience and several elements will be consistent across hotels, including the delicate fragrance of jasmine, the active and passive music in public and private areas, and the attire of Taj associates.
Signature Tajness rituals will be put into practice across all Taj hotels to guide the guest journey from the moment of arrival. The rituals also will include a wake-up with gentle yoga, an afternoon tea that pays homage to local tea traditions, an atmospheric sunset ritual and a sleep ritual that soothes guests. A Tajness farewell ensures guests carry a bit of Taj with them.
In addition, Taj’s ongoing plan to upgrade, redesign and refurbish its properties will deliver the Tajness consistency across all hotels and resorts. Tajness also will be incorporated into the online guest experience using a dedicated Tajness microsite at www.tajness.tajhotels.com.