How Country Roads turned from a leisure destination to a 'Happen'ing Place

Located far away from the hustle-bustle of Kolkata city, nestled within green tranquil surroundings, the Country Roads resort in Howrah is one of the leading leisure destinations near Kolkata. It is a top spot for weekend getaways trips and fun-filled day outings. With 55 acres of green paradise sprawling with nature, vistas and unperturbed silence accentuated by the chirping of birds, Country Roads is the ideal place for a rejuvenating break from the monotony of life. 

For a long time, Country Roads (CR) was happy to be a leading weekend destination for families. But as their business grew, the resort wanted to expand its clientele. Their aim was to become a leading destination for corporate outings, destination weddings, and the latest events in town.

To achieve this marketing rebranding, they joined hands with UrsDigitally, a leading digital marketing agency in Eastern India.

Step by step, a plan was formulated to establish CR as a top getaway destination, corporate venue and wedding venue. The first order of business to take care of was setting up the social media pages for Country Roads resort. Accounts were opened on Facebook, Twitter, Instagram, and LinkedIn to ensure maximum visibility of the brand’s communication.

Next, the digital agency created a target audience profile.

• Young people, aged 18-28, who are looking for a weekend hangout place.
  The communication focussed on friendship, great food, and adventure activities.
• Newlywed couples, aged 25-35, who are looking for a quiet romantic getaway.
  The communication focused on the feeling of love and togetherness, candle-lit dinner, and serene atmosphere.
• Young parents, aged 28-40, who are looking for a kid-friendly venue for a family outing.
  The communication focused on family bonding, green landscapes for kids to play, and adventure activities.

Regular posting on social media happened based on these guidelines. Paid ads were run on Facebook, and Google.

Building the Corporate Image

A separate landing page was created to promote the resort as a corporate venue. CR boasts of vast green lands, large swimming pool, spacious meeting rooms, multi-cuisine restaurant and pub, and a host of adventure activities and indoor games. This makes it ideal for a corporate retreat or an employees’ day outing.

The corporate ads for CR were targeted towards HR & Admin people with decision making powers, who are looking for a new venue for a corporate picnic. The communication focussed on team bonding, adventure activities, and good food. Ads were posted on Facebook, LinkedIn and Google.

Wedding Destination

A special landing page was created highlighting the various services that CR offered for a wedding package. This included pre & post wedding photoshoots, decor, food, and wedding photography. Planning a wedding at CR is almost like hiring a wedding planner; the resort staff takes care of all arrangement.

All wedding-related communication was targeted on newly-engaged couple who are in process of planning their wedding, and parents whose children are in process of getting married. Creative posts were shared on social media platforms, and paid ads ran on Facebook and Google.

Happening Venue for Leading Events

All around the year, CR organizes a bunch of events and food festivalsto generate more leads during special festive occasions. These include:

• Holi Biryani & Kebab Festival

• Hilsa Fish Festival

• Gram BanglarDurgaPujo

To promote these grand events and sumptuous food festivals, creative posts were shared on all social media platforms, Facebook events were created to spread the word, and paid ads ran on Facebook, Google and also BookMyShow.

The Result

With such detailed, all-inclusive digital marketing strategy, Country Roads very soon established itself as the most happening venue near Kolkata. From weekend getaways to corporate outings, CR is now the top choice for everyone.