HOTELS:
JATRA
THE PRODUCT
Jatra is a relatively fresh hotel and hospitality startup focusing on the democratization of luxury in Bangladesh. Catering to the mid to upper-mid income segments, Jatra aims to be the gold standard of comfort.
THE PROBLEM
Jatra, pre-pandemic, in the good ol' days, was a brand that focused heavily on international corporate travellers in the Bangladeshi market. Providing them with a standard of luxury they were used to back home. However, since the pandemic and the suspension of international travel, it had to adapt to survive.
THE GOAL
Increase the average occupancy rate of the rooms while making sure travel guidelines are followed in the new world order.
MY ROLE
As the brand manager, copywriter, strategist and many other titles for Jatra, I was focused on finding a new strategy for the brand and making sure it reaches the finish line to the hotel bathtub.
THE research
Like all good projects, the work began with heavy-handed research. We looked into the Bangladeshi market through consumer interviews, industry leader analysis, secondary research, and competitive analysis to figure out the way forth.
GAPS FOUND:
UNORGANISED SECTOR
GROWING
DINK
POPULATION
SHIFTING
PERSPECTIVES
THE SOLUTION
THE FINDINGS
The findings of our research were deeply interesting and showed a result similar to the global trend. The mid to high-income consumer bracket was growing in Bangladesh at an increased rate with a major unquenched love for travel. They were looking for high-class aspiring luxury at an affordable cost while also getting new experiences that they could not get before.
USER PERSONA
Age: 27
Education: Bachelors
Occupation: Logistics
Mid-high income DINKs
Headfirst Traveller:
Rational, sensible, sustainable
Are broad-minded, but more risk-averse and comforted by consistency. Very proud of their roots and want to make a positive impact on cultures, economies and destinations they visit.
Need:
With the advent of WFH, a desire to see more than the 4 walls of their bedroom and their friendly potted plant.
THE REBRAND
The research pointed us in a clear direction that focused on two pillars.
-
The democratisation of luxury
-
Showcasing to the consumer that the world is not only abroad but right around the neighbourhood chai wala.
The results of which created the following rebrand:
PRIMARY TYPE
ROBOTO
Robot as a typefont has a dual nature. It has a mechanical skeleton and the forms are largely geometric At the same time, the font features friendly and open curves. While some grotesks distort their letterforms to force a rigid rhythm, Roboto doesn't compromise. It allows its letters to settle into their natural width.
ICONOGRAPHY
TONE OF VOICE
Nielsen Norman Scale:
Funny vs. Serious
Casual vs. Formal
Respectful vs. Irreverent
Matter of fact vs. Enthusiastic
Brand Prism
Personality - Exploring, inviting, generous
Culture - Young, adventurous
Relationship - A friend, confidant
Reflection: Free, bold, curious
Self-image: Part of your adventures and experiences
Brand Character:
Character - Friendly, inspiring
Tone - Honest, direct
Purpose - Educate, inform, enable
THE RESULTING CAMPAIGN
As it finally went into execution, the campaign focused on creating localised experiences for the travel-hungry unsatiated Bangladeshi individual. It aimed to create a need, a deep nostalgia, for the cities they know but haven't explored, While also building a solid connection between Jatra and the city itself. I hope the campaign which I visually directed and wrote for speaks for itself:
