Another one in a series on DM case studies by Sanjeev Jasani, VP, OgilvyOne, New Delhi.
To highlight the transformation of the restaurant, West View from offering just continental cuisine to a cuisine that was quintessentially European in nature. Check out how ITC Maurya went about this task.
For many years, West View, the restaurant at ITC Maurya, New Delhi specialized in continental fare. Keeping in mind, competition and shifting trends the restaurant had undergone a total transformation in terms of food and décor and it now served typical European fare. The task at hand was to establish in the minds of customers that West View now stood for all-things authentically reminiscent of the European countryside.

To establish the restaurant’s European lineage by highlighting the décor, the food and of course the largesse of an overflowing European farmhouse’s centre table.
The target audience consisted of the WelcomAward members – ITC Hotels Loyalty Programme base. We also wanted to target the guests who were staying with the ITC Maurya. How do you capture the many different flavours of a continent? The cue was to take into account the mosaic of flavours available across Europe.What could be more perfect to illustrate this mosaic of flavours than by sending a Direct Mailer that encapsulated the many nuances of Europe’s different regions in the shape of a tile.
Each part of the tile opened up to reveal the many flavours of a country. The line on the tile summed up this perfectly by saying: Europe now resides at West View.
The Direct Mailer had a great response with a 15 % response with the weekends seeing a larger turnout.