This is Social Media Case Study on The Awadhi Festival Campaign Courtyard By Marriott Mumbai International Airport. The objectives was to create maximum visibility for our Awadhi Food Festival. To help our audience understand “What they can expect when they may have Awadhi Food?”

1. COURTYARD BY MARRIOTT,
MUMBAI INTERNATIONAL AIRPORT
THE AWADHI FESTIVAL CAMPAIGN

2. ABOUT:
OUR AWADHI FOOD FESTIVAL
Our ‘Awadhi Food Festival’ is a food festival that celebrates Awadhi cuisine from
t h e c i t y o f L u c k n o w. A w i d e v a r i e t y o f s l o w c o o k e d i t e m s a r e s e r v e d o n t h e
festival buffet including and not limited to kebabs, curries, biryani, Awadhi
breads, desserts and more.
AIM & OBJECTIVES:
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To c r e a t e m a x i m u m v i s i b i l i t y f o r o u r A w a d h i F o o d F e s t i v a l .
To h e l p o u r a u d i e n c e u n d e r s t a n d “ W h a t t h e y c a n e x p e c t w h e n t h e y m a y h a v e
Awadhi Food?”
Engage the audience via receiving likes, comments, shares, link clicks,
favorites etc. on our posts.

3. STRATEGY:
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Tw i t t e r & F a c e b o o k w e r e t h e c h a n n e l s t h a t w e r e s e l e c t e d .
We created a video to communicate the message ‘that we are organizing an
Awadhi Food Festival that includes slow cooked/dum cooked dishes’ and posted
pictures before and after the video on Facebook to support the message.
I t w a s m a d e i m p e r a t i v e t h a t p i c t u r e s w e r e o f g o o d q u a l i t y.
A twitter contest was organized.
The hashtag #CourtyardAwadhiFoodFestival was used with appropriate tweets
a n d p o s t s o n Tw i t t e r a n d F a c e b o o k .
The hashtag was chosen in such a way that it communicated the message of
our festival with just a glance.

4. EXECUTION:
FACEBOOK
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We launched our campaign with an image of our Chef in an Awadhi set and
used the term ‘Slow Cooking’ in the post so as to support the video that
would be uploaded within the next 48 hours.
After posting the video, we ensured that attractive pictures were posted that
gave out the same message. Most of the pictures were candid pictures taken
at the festival.
A call to action was placed on all necessary posts.
EXECUTION:
TWITTER
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W e l a u n c h e d t h e Tw i t t e r c a m p a i g n b y p o s t i n g t h e s a m e p i c t u r e t h a t w a s
posted for the Facebook launch.
We then announced that we are organizing a contest.
12 questions revolving around the term Awadhi were asked.
Participants had to use the hashtag #CourtyardAwadhiFestival. The last
answer needed two hashtags (#CourtyardAwadhiFestival & #ABiryaniADay)

5. IMAGES USED
EXAMPLES:

6. THE RESULTS
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High levels of engagement on Facebook.
The hashtag #CourtyardAwadhiFestival trended in Mumbai (trendsmap & twitter)
The second hashtag #ABiryaniADay trended in Mumbai (on trendsmap)
The cost for this campaign on social media was minimal as all of the work was
done by our in-house creative team.
40 additional covers were generated during the festival.