CASE STUDY

SEM for Red Earth Resort

Tanjore Painting,
Sanjay Kumar Tandekar
© Artzyme.com             


Search Engine Marketing is
unavoidable!

It has been long established that the internet has changed the canvas of marketing from an ATL focus with large spends to BTL, highly targeted marketing with focus on Return on Investments.

 Like any other hotel, Red Earth Resort's main focus was to maximize their revenue and their ROI.
Nestled on the periphery of the Tadoba Andhari Tiger Reserve, Red Earth Tadoba is a laid-back resort exuding rustic charm. 

Initially, their strategy was traditional marketing with Newspaper ads and hoardings on highways. Although there was some business that could be accounted for the ATL channels, we endeavoured to unleash the power of intent based marketing, and Google Ads was our choice to leverage

We Started with redesigning their website with the right visuals and communications, helping the audience perceive the property as an upmarket luxury resort and a serious Wildlife Destination in Tadoba, based in a locale with fewer travellers. Our choice was to go with a clean and spacious design with stunning images that afforded glorious views of the Destination. A thorough Keyword research was performed with on-page optimization of the website.

The next obvious task was to set up Google Ads with all the appropriate sitelinks and call extensions. The most important challenge in order to get success from Google Ads is a robust bottom of the funnel landing page and a reservations team that follows up on every enquiry.

We took the occupancy to 70%. Opened up Hyperlocal markets around the destination that are driveable!

Red Earth Resort

The New web design positioning

The website has been designed to communicate the story of Red Earth Resorts

The Story

Red Earth started out as a unique experiment in hospitality apprenticeship and entrepreneurship. Today, present at three destinations under the Red Earth brand and one another location, the ethos of Rachel and Ravi are inspiring and infectious.

Having worked with tribes all through their lives, they chose Kabini, Tadoba and Gokarna for their ventures owing to the natural beauty and the ability to impact the lives of tribes in a positive manner. We have been instrumental in telling the story of Red Earth. Local is not an alias for low quality nor is the service lax. But local definitely implies a lot more love and warmth. 

Rachel and Ravi

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