afaqs!

Grand Hyatt takes to innovative cross branding

By Surina Sayal , afaqs!, Mumbai | In OOH News | May 11, 2010
Grand Hyatt, for its upcoming restaurant Fifty Five East, has undertaken an innovative cross branding campaign within its premises

Luxury hotel Grand Hyatt in Mumbai is launching a new restaurant called Fifty Five East and Lobby Lounge in Mumbai and to promote these, the hotel has undertaken an innovative cross branding campaign in its premises - an unconventional route for a luxury hotel.

The restaurant's name, Fifty Five East, is derived from the hotel's pin code and location in Mumbai, and it is scheduled to be launched on June 1.

& #BANNER1 & #The restaurant will have live interactive kitchens interplay a theatrical effect, while the carefully planned lightning lends an element of nature and comfort to the discerning guests. Fifty Five East will offer specialties from Thai, Sushi, Lebanese, Indian and Western cuisines, prepared 'a la minute' by speciality chefs from Japan, Thailand and the Southern regions of India, amongst others.

As part of the promotion, when guests walk through the hotel's various public spaces, they will spot life size red post boxes placed in significant areas. From these, guests can take away a postcard that hints at the offerings of Fifty Five East.

Taking a cue from the restaurant's use of the freshest ingredients, designer Maria Philipose Sinha has designed and illustrated five post cards that showcase ingredients used in each cuisine. A postcard with skilfully illustrated lemon grass, with the text 'Thai aromas'; or one with Wasabi roots, with the text 'Japanese delicacies' creates a sense of anticipation of things yet to come.

The hotel's restaurants and other guest areas (spa, salon and reception desk) also display Sun Dial Mariner's Compasses placed on wooden boxes. On these, grabbers read, 'Navigate your way to the most indulgent address - Fifty Five East', which is a tongue-in-cheek reference to both Grand Hyatt Mumbai being a dining destination and its new restaurant that will be added to its repertoire.

The hotel is also dishing out complimentary meals for two persons at the new restaurant. While dining at one of the hotel's restaurants, customers will get a chance to roll a die and on the lucky roll of fifty five, they win the meal voucher.

Discussing the promotion, Ilan Weill, general manager, Grand Hyatt Mumbai, tells afaqs!, "Guest engagement plays a pivotal role in the hospitality business. Our new restaurant promises to be unique, exciting and engaging. With this in mind, we've introduced some innovative marketing promotions to generate curiosity and build brand awareness of the new restaurant through various guest interactions at the hotel."

Weill adds, "As the elements used are interesting and unique, they have created a lot of curiosity and interest. In fact, the first guests at our restaurants China House and Soma who tried their luck with the 'roll a dice' won a complimentary meal each and they have already called us to make their reservations."

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