IDENTIFYING THE TARGET POPULATION:

Income Related: Upper Middle Class and Elite Class.

Lifestyle Related: Ambience and Elite Service obsessed people.

Occupation Related: Professionals, Corporates, Travelers, High Profile Business man.

Foreigners

Goals to be achieved through the Plan:

 Create Top of Mind Awareness of Balcaon Paradise among the target audience

 Awareness about various amenities and offerings of the resort

 Existing Customers to get a platform to be associated, share and know more about the resort

 Increase Web presence of Balcaon Paradise Resort

FIXING A TIME FRAME FOR EXECUTION: 3 - 4 months (August to November 2011)

The Entire Program will be executed between the specified months as People plan their
holidays in these months so it will be easy to attract people towards Balcaon Paradise Resort.

Details of actions to be taken:

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 TEASER CAMPAIGN FOR 15 DAYS

The Initial 15 days we will use all the social media mix:
 Networking Sites – Facebook , Orkut , MySpace , HiFi, WAYN etc
 Blogging – Blogspot , Twitter etc
 Professional – Linkedin , ApnaCircle etc
 Photosharing/Video sharing – Flickr, Youtube etc

Extensively having a teaser of “LOCATE THE NEW PARADISE ON THE

PLANET”, and to pull the people the promotion will be done leveraging other social
mediums and top 3 winner will get a free trip for 2 days and 3 nights to the Paradise and

Each day a new clue will be revealed getting close to Balcoan Paradise Resort:
Examples: Initial stage will have clues like “Here you find Water and Wine”.
Later stage will have videos of the Resorts uploaded on Youtube to make it
easier to locate and call more entries. Thus revealing the resort name on 15 th day and
announcing the top 3 winners.

Result
 This will create curiosity among the people and the strategy of revealing clues
each day will inform them about the features and finally will create a luxury
perception.

AFTER CREATING THE BUZZ, ALL THE SOCIAL MEDIA MIX WILL HAVE A
DEDICATED PAGE OF BALCOAN PARADISE RESORT.

CONTESTS:

a) A contest will be run on Face book, Orkut, My Space, LinkedIn and WAYN,
the information about the contest will be posted on various Communities of
Colleges and Professional Communities to target Youth and Professionals
looking out for Holiday option in Goa.

Details of the Contest:

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  People will be asked to Make a page of The Balcaon Paradise Resort on Face book and
a profile of Balcaon Paradise Resort on other Social Networking Sites.
 Then will be asked to get maximum number of likes on Face book and maximum
number of people joining the profile on Orkut and other networking sites.
 After 15 Days of the Contest, Person who has Maximum Number of likes on Face book
and Maximum number of people joining the Balcaon Paradise resort on orkut and other
networking sites will be declared winner and will be given a free stay for 2 days and 3
nights.
Results:
 The Contest will help Promote Balcaon Paradise Resort. Also for example if suppose
100 people participate in the contest and each participate gets on an average 100
clicks, 10,000 approx people will know about Balcaon Paradise Resort.

b) Gaming Contest
 A virtual game contest will be held on the gaming sites like Ibibo, Zapak and a game can
also be played on Facebook and Myspace
 Game will be played by Registered users and on each play points will be earned by the
winner, after 20 days a person who has maximum points earned in his account will get
Souvenirs by Balcaon Paradise Resort.
 Link of hotel website and an album will be uploaded on Facebook application featuring
the Balcaon Paradise Resort.
Results
 Gaming contest will create a Buzz about the Resort.

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IMAGES & VIDEO SHARING on Myspace, Facebook, Orkut, You tube , Flickr,
picssquare.com, webshots.com, photobucket.com

 A Virtual Tour of Images and Videos can be featured on these sites and “Experience the
Paradise” buzz can be created.
 On search for a resort at Goa, Balcaon Paradise resort can be featured on the list using
search engine optimization and people searching for resort in Goa can get a virtual tour
and buzz can be created through this tour.
 Also people who have visited Balcaon Paradise, their experience in the form of pictures
or videos can be uploaded on these social media sites, seeking their permission.
Result
 Virtual tour experience will give people to experience the resort before visit and
sharing images and videos of people who have visited the paradise will attract
friends of people who have visited and will help promote Balcaon Paradise.
 Also will help tap Foreign Tourist who Research before visiting the place.

BLOGGING AND TWEETING:

To explore the Blogging world:

 Blogs and Tweets: The Company will have their own Blogs and Tweets in various
blogging and mircoblogging sites like Blogspot, Twitter etc.
 Campaign: 5 people 3 days in Paradise.
The resort will have 5 affluent people belonging to various walks of life like travel
anchors ,Page 3 personalities , RJS, VJs, Socialites etc . For example: Samantha
Brown , Anthony Bourdain,
Deepti Bhatnagar , Arun Thappar , Cyrus Broacha , Anoushka Sharma, RJ Malliska etc
depending their availability and cost , staying in the Balcoan Resort for 3 days and
Blogging and Tweeting about their experiences at the Resort.
The campaign can also be leveraged with other social media tools like networking sites
etc and also used with other forms of advertising.

RESULT:

1 .The blogs and Tweets will give platform to tell about the resort and mention all other
marketing activities taking place.

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 2. Campaign: 5 people 3 days in Paradise: It will enable the affluent people to talk about the
Balcoan Paradise resort which will be viewed by thousands of their fans who consider their
views valuable and follow them.

LEVERAGING OTHER SITES

Travel Planners and Agents Sites:

 All the Social Medias like Networking Sites, Blogs of various travel agents and Travel
Planners like Thomas Cook, Make My Trip, Raj, Sita Travels will have comments,
applications by Balcaon Resort Representatives talking about the resort on their pages
and blogs.

Professional Advice:
 All the Professionals in the resort will make their presence felt in various Social media
relating to their profession.
For Example:
 Chefs of Balcoan Paradise giving advice, solving queries , sharing recepies , goan dishes
on food blogs , various site pages relating to food mentioning their and resorts name
along with the website link to the resort.
 Similarly Gym Trainer of Balcoan Resort giving fitness advice, Beautician giving
beauty tips , yoga guru etc mentioning their and resorts name along with the website link
to the resort.

Band Promotion:

The band performing at the resort will make its entire social media presence speaking about the
new venue of their performance and about the resort since they have huge and loyal fan
following.

Conference, Parties, Meetings and Exhibition Hall

Pages of Matrimonial Websites and Corporates on Social Networking Sites can be used as a tool for
promoting Conference, Party halls of Balcaon Paradise and talk about the unique features of hall
facing deep blue Arabian sea, which can accommodate up to 400 guests, and 100 people for
meetings and seminars.

PROFESSIONAL SITES:

LinkedIn and ApnaCircle – Community on LinkedIn and all the employees making their
LinkedIn and ApnaCircle Profile and regularly updating and talking about the product.

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GIFT OPTIONS :

The promotion of the resort can also be done by promoting it as an gift package for the loved
ones. Thus on various occasion like RakshaBandhan, Friendship Days, Diwali it can be
promoted as an gifting option using various mediums of Facebook, Orkut, Blogs etc.

The resort can also be promoted to Corporates as gifting option to their employess , thus
leveraging the profile, pages and blogs of Corporates on Social Media Websites

ADVERTISING ON SOCIAL MEDIA:

Balcaon Paradise Resort can promote the resort on social media by advertising the virtual tour on
the sites on various social media Platforms.

The normal ads can be optimized by using the Google Adsense so it reaches the right target
audience.

Conclusion:

To conclude we would like to relate which strategies will help achieve which objective.

Teaser campaign and contests will help create top of mind awareness.

Images & Video sharing will help create awareness about the amenities and facilities of the hotel
and also help existing customers to associate with Balcaon Paradise Resort.

Blogging and tweeting by affluent people will help target elite people easily and all the
strategies will help increase web presence of Balcaon Paradise RESORT.

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