PR PROPOSAL

News Highlights
• First international resort hotel in Kurseong spread across 22 acres
amidst the land of white orchids
• Holiday Destination Resort offering world class services in Luxury and
Leisure segment
• Unique facilities like first of its kind Tea Lounge, Library & Piano
Lounge, Terrace Café facing Kangchenjunga Himalayan range,
signature multi cuisine all day dining restaurant, a specialty vegetarian
restaurant, lounge bar, temperature controlled swimming pool,
banquet and meeting centre, wellness centre and Gym
• Easy access to nearby attractions
• Assistance towards the tourism development of Kurseong as one of
the less-explored yet most beautiful hill stations of North Bengal
 PR Objectives
• Create property awareness in the target segment as the
top of the line inventory in the luxury and leisure
segment in the lap of the nature surrounded by
Himalayan range
• Endorse a complete satisfaction of the brand in the media
fraternity and the targeted clientele through PR
initiatives and media stories
• Create more publicity avenues for the brand
• Maintain the inflow of media coverage in order to keep
the property in the news
• Assist in the optimum utilization of the media spent
 Scope of Services

• Conceptualizing and designing the communication

plan for the given project

• Comprehensive PR strategy, planning and counseling

• Implementation of PR recommendations

• Ensuring adequate media mileage as per proposal

for the same
 Candid
Deliverables
• Resource bank creation about the brand
• Drafting and dissemination of media invite to
the press
• Drafting and dissemination of press release
• Preparing list of requirements prior to any
event
• Preparing the flow for the events (press
conference, briefing)
• Suggesting photo opportunities during any
event
• Monthly meeting to decide plan of action
• Tracking and filling of print coverage along
with hard copy dossier
• Industry Tracking
 PR Tools

• Press Interactions
• Launch Activities
• Concept stories
• Events
• Tie-ups & Associations
 Press Conference in Kolkata
• Press Conference to be organized to announce the opening
of the first-ever international resort hotel at Kurseong
• Highlights and offerings of the property and expansion
plans to be shared
• Suggested presence of the Tourism Minister, Govt of West
Bengal/ Local Celebrity
• Photo opportunity to be created, like unveiling of the Logo
on sunboard
• AV presentation of the property

Suggested Timeline: 17th – 22nd April 2017

 Check List:
• Centrally located venue
• Press Registration Desk
• Checkered backdrop with mounting and framing
• Head Table and Chairs with tent cards
• PA System
• Screen, Projector, Laptop for AV presentation
• Theatre seating arrangement for media
• Press Kits (Folder, notepad, pen)
• Press Gifts
• Media Refreshments
• Letterheads to print press release
 FAM Trips/ Media Tour
Considering the target group and with the objective of creating initial hype in
West Bengal, we suggest inviting media from the Lifestyle magazines and the
leading dailies for a FAM trip/ media tour of the property.

Target Media List –

• T2, The Telegraph (To be given first look of the property separately followed
by others) Timeline: 17th-22nd April

Other Media for a media tour:

• Femina
• Sananda
• India Today
• Bartaman
• Ebela (ABP tabloid)
Timeline: End of April to Mid of May
PS: Travel and accommodation for media and 1 person from Candid
Communication to be arranged by the client
Bloggers Experiential Session
• Bloggers play a big role in influencing the
general mass through social media
promotions

• Experience Sessions are a fun and

interactive way to introduce the unique
offerings of the destination

• It helps the people get acquainted with the

kind of services offered by the property

• Since bloggers are social media influencers –

their reviews play a huge importance in the
consumers’ minds while making decision
 Food Tasting
• We suggest scheduling food
tasting sessions for Food
Bloggers and Food
Journalists during their visit
to the property

• This will aid in garnering

quality feedback as well as
generate positive perception
for the F&B services of the
property
 Media Net (Editorial Tie-up) with The Times Group
The lifestyle and feature supplement of the The Times of India, Calcutta
Times (which is the 2nd largest leading daily in Bengal after The
Telegraph) and its Bengali vernacular Ei Samay, Onno Samay (which is
the 3rd largest Bengali daily after ABP and Bartaman) follow Media
Net/ paid Editorial system as per their house policy and do not carry
brand stories without paid tie-up.
Media Net follows buying space in the dedicated segment of the
newspaper and publishing articles in a customized manner. The
biggest advantage of such articles is they are designed exactly in a
normal reporting format without any mention of ADVT and guides the
readers with the property address, reservation details, extensive
pictures, customised write-up along with the mention of the owner’s
quote.
We suggest doing 2 articles (1 property article + 1 food article) in each
Calcutta Times and Ei Samay that help keeping the property in media
attention on a regular basis.
PS: Costs can be shared on interest generation
 Overseas Promotion
1. Suggested Tie-up with Radio Bangla Net: Unlike AM/FM as
stations are limited to their transmitter, online radio is
everywhere and accessible at anytime whether you have a
smartphone, laptop, or tablet. Radio Bangla Net is a new
revolution in internet radio technology which is app based
and supported by both android and apple. Radio Bangla
Net enjoys 1,50,000 non-residing Bengali listenership per
month across USA and UK.
Deliverables:
• 10-15 promos per day
• RJ mentions
• Creation of jingle and script for the brand
Cost: Rs. 25,000 plus taxes per month
2. Online Promotion Overseas: There is a huge mass of
Bengali population residing in USA and UK who tend to
visit their hometown Kolkata at least once-twice in a year
when they look out for luxury and leisure destinations for
relaxation and weekend gateways to visit with their
families. The Eastin Hotel Kurseong could be promoted
online to the thousands of non-residing Bengali and non-
Bengali community database in UK and USA through
Emailers.
Candid Communication has a wide database of such
community overseas through which the property could be
promoted through Emailers on a regular basis.
 Press Release Dissemination

We suggest doing an initial Press Release Dissemination in the

adjoining areas of Bengal and other near-by states announcing
the opening of the first International Hotel Resort in Kurseong.
This would help create an awareness about such a property in
the nearby states and adjoining areas of Kolkata.
Catchment Areas:
• Siliguri (nearest to Kurseong)
• Guwahati
• Bhubaneshwar
• Ranchi
Outstation Release Dissemination Cost: Rs. 13,000 per city
 Target Media List

• Mainline Publications
• Vernaculars (Bengali, Hindi, Urdu Publications )
• Regional Electronic Channels
• Wires and Online Portals
• Magazines
 Scope of Coverage in the following Target Media
NAMES OF THE PUBLCATION
Mainlines The Telegraph
The Times of India
The Statesman
The Asin Age
The Hindu
The Indian Express
** Presence of National celebrity/ Minister may assist in garnering National
Coverage
Bengali Vernaculars Anandabazar Patrika, Bartaman, Ei Samay, Ebela, Aajkaal, Sangbad Pratidin,
Uttarbanga Sambad, Khabar 365 Din, Ganashakti, Ekdin, Sambad

Hindi Vernaculars Sanmarg, Dainik Jagran, Prabhat Khabar, Rajasthan Patrika, Jansatta, Janpath
Samachar, Salam Duniya
Regional Electronic ABP Ananda, 24 Ghanta, ETV News Bangla, Kolkata TV, Aakash Aath, DD News,
channels Tara News, R Plus, Bangla Time
Magazines and In- India Today, Femina, Sananda, Savvy/ Society,
Flight Magazines Jet Wings, Spice Route, Hello 6E, Go Getter
Wires PTI, IANS, Fotocorp, IBNS
 PR Cost Proposal
• Rs. 80,000/- plus ST as applicable per month
• Deal Period: 3 months
• 50% advance (of Rs. 80,000) in the 1st month
The cost will include:
• PR Consultancy
• Advocacy on media (Media Invite, Follow-ups, Media Rounds, Press Release)
• Media Management and ensuring mileage
• Event Ideation
• Overseas Online Promotion
• Print and Online Coverage Dossier
Out of pocket expenses:
• Logistical support
• Event Photographer
• Electronic Media Tracking @Rs.500/clip
• Press Cars