Enterprise Nexus, Bangalore, has
won the creative duties for all the Taj properties in Bangalore. This includes the Taj West End, Taj Residency and Taj Gateway.
Neither the client nor the agency was willing to reveal the size of the business, but as per industry estimates, it is said to be around Rs 2.5 crore.
Confirming this development to agencyfaqs!, a senior source at the Taj Group of Hotels says, "There were three more agencies in the fray." However, he declined to divulge the names of the participating agencies.
Rahul Roy, director, client services, and head, strategic planning, Enterprise Nexus, Bangalore, says, "We provided the client with a fresh strategy and positioned each of the individual properties in a striking manner. I believe that helped us in scoring an edge over the others."
Roy adds, "The competition among top-class luxury hotels in Bangalore has suddenly seen a spurt. Our challenge is to differentiate in the approach of communications."
The media mix will involve outdoor extensively, followed by print, direct mailers, radio, corporate films and corporate marketing.
However, the company is also on the lookout for a separate media agency for which the pitch is still open. Around five agencies have already participated in the pitch. A decision will be taken by the end of September.
The more than 100 years old Taj Group has 57 hotels in 38 locations across India plus another 13 hotels in the Maldives, Mauritius, the UK, Nepal, Sri Lanka, Africa and the Middle East.
© 2005 agencyfaqs!