MANGO SUITES' 'SLEEP INDIA, SLEEP' CAMPAIGN RE-AFFIRMS THE STRENGTH OF SINGLE MINDED
POSITIONING IN THE AGE OF THE INTERNET.
In a short span of time, the startup chain has established hotels in 6 cities through a business model that made it one of the short-listed 'big ideas' in an Economic Times business challenge.
The strategy took into account a limited budget, the need to create strong differentiation, and the strengths and weaknesses of the chain - in terms of service offerings (in a few words - 'all the comforts of a 5 star, without the frills'). To gain attention and interest, the idea needed to be simple, easy to understand, single-minded, and had to engender the qualities that consumers look out for in a hotel. We focussed on one key aspect that the brand promises to deliver on at par with any 5 star hotel: sound sleep. The campaign used outdoor at airports, online (SEO being done in-house) and radio, and in 3 months traffic to the site (mangosuites.com) has shot up, and so has occupancy.