Akshara Advertising plans holiday at Tata’s Plantation Trails

Coffee plantation company Tata Coffee has tied up with creative agency Akshara Advertising to develop and market Plantation Trails, a cluster of holiday homes set within coffee estates in Coorg. The coffee giant recently announced its diversification into the hospitality sector with the launch of Plantation Trails.

In other words, the coffee company has opened the doors of its estates to the public. The target group is the upper segment and high end foreign tourists.

The pitch for this mid sized account was called in April. Four agencies participated. The agencies were given a detailed brief and a backgrounder on the company. This is the first time that the company is hiring an agency. It is also relying a lot on word of mouth publicity.

Says Anand Siva, chief operating officer, Akshara Advertising, “This is a mid-sized, but attractive account. We are going to undertake a lot of B2B activities and innovative marketing strategies for Plantation Trails. There will be a lot of online work and less of mass media.”

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