ITC Hotels

The Challenge

To create awareness and raise the profile of ITC Hotels, a premier luxury hotel chain in India, within Singapore. ITC Hotels appointed Ate to maximize its reach, promote brand recall among Singaporean journalists and position the group’s properties as choice destinations for travelers to India. 

The Solution

  • Curate and facilitate media familiarisation trips to new hotel properties in order for journalists to experience the brand firsthand and generate powerful coverage for the newly launched properties.
  • Roll out a multi-pronged media pitch strategy focusing on a range of key lifestyle verticals so as to highlight the group’s many unique offerings.
  • Create top-of-mind recall for ITC Hotels by developing well-timed trend-related hospitality industry features with journalists.
  • Provide a fuller understanding of the group’s brand story by showcasing ITC Hotels from a corporate perspective. 

The Results

  • A marked rise in media awareness of the brand and consumer interest in India as a travel destination.
  • Media familiarisation trips involving journalists from top tier titles offered a privileged, in-depth exposure to the brand and its values.
  • Cemented ITC Hotels’ reputation in Singapore as a luxury hospitality group that consistently exceeds guests’ expectations.