Cinnamon Hotels & Resorts and Times of India partnership further strengthened
30 Mar 2015 - {{hitsCtrl.values.hits}}
fbb Femina Miss. India 2015 title-holders to conduct official photo and video shoot in southern Sri Lanka
Cinnamon Hotels & Resorts further strengthened its partnership with the Times of India group, the largest publishing group in India, by developing a comprehensive communication and marketing plan around the fbb Femina Miss. India beauty pageant.
A strong marketing campaign is usually the cornerstone of any partnership and as a first step a sub contest was held on March 25, 2015, followed by the fbb Femina Miss India 2015 Finale, which was held in Mumbai, India, on March 28. The Cinnamon Hotels & Resorts brand name took centre stage at these events as per the understanding with Times of India - the organisers of the fbb Femina Miss India beauty pageant.
The leading hotel chain had partnered with Times of India’s previous fbb Femina Miss India event as well, when a pre pageant tour and a vibrant fashion show featuring Miss India contestants modelling local designs were hosted by Cinnamon Hotels & Resorts in Sri Lanka last year.
As a result of the renewed partnership, Cinnamon Hotels & Resorts played a prominent role at the fbb Femina Miss India sub contest to select the most active contestant and was invited to have a representative crown the selected contestant as the proud title holder of ‘Cinnamon Miss Body Beautiful’.
The fbb Femina Miss India contest is a heavily attended and televised event and generates global attention. At the fbb Femina Miss India Grand Finale held on March 28, in Mumbai, Cinnamon Hotels & Resorts were proudly titled as the ‘International Holiday Partner for Femina Miss India 2015’, in tandem with eye-catching Cinnamon branding and a video highlighting the fresh and inspiring experiences offered at all properties by the hotel chain and the destination. Sustaining top of mind recall for the brand, the compere for the evening also endorsed the brand at crucial points during the finale event.
Boosting the brand association with the Times of India group further, the title holders of the fbb Femina Miss India pageant 2015 will be hosted by Cinnamon Hotels & Resorts in July this year. Their visit will be high profile and fun-filled as the fbb Femina Miss India 2015 title holders will conduct their official photo-shoot with a Sri Lankan backdrop at a beach hotel of the Cinnamon Hotels & Resorts chain, culminating once again in a gala fashion show featuring the title holders.
“Working with Times of India has opened up numerous opportunities not only to market our hotels but also our destination. Fbb Femina Miss India is a closely followed event even by the Indian public and this partnership will certainly give us a platform to communicate and create the right brand association,” said Cinnamon Hotels & Resorts Head of Brand Marketing Dileep Mudadeniya.
Considering the successful partnership with Times of India at last year’s fbb Femina Miss India event, during which the pre-pageant tour hosted by Cinnamon Hotels & Resorts in Sri Lanka, generated over US $ 500,000 worth of media publicity, the renewed partnership this year, is expected to drive even bigger gains for the brand.
The Times of India group will also be extending further media publicity to Cinnamon Hotels & Resorts, which will further boost Sri Lanka as a compelling tourism destination. India is a major source market of tourists for Sri Lanka and Cinnamon officials expect this partnership with the Times of India group to attract more Indian tourists to Sri Lanka and to other local cultural and biodiversity attractions.
“Fbb Miss India is the oldest and most credible beauty pageant in India with a history dating back 51 years. As organisers of the event, we believe that strategic partners in our journey add immense value to the pageant, despite the strong brand equity that fbb Femina Miss India holds. As a prominent brand, we associate only with other distinctive brands with who we share robust brand synergies.
Times of India is delighted to have Cinnamon Hotels & Resorts as our ‘International Holiday Partner for Femina Miss India 2015’ once again, after a successful partnership for the 2014 pageant. We look forward to a long and mutually rewarding brand collaboration between Times of India, fbb Femina Miss India and the inspiring Cinnamon brand,” added Times of India Group Chief Operating Officer Rohit Gopakumar.
Positioned as a contemporary brand for the new Asia, Cinnamon Hotels & Resorts succeeded in engaging directly with its target group as a result of this partnership. Cinnamon Hotels & Resorts expects to continue partnering novel marketing activities such as this to spearhead Sri Lanka’s hospitality industry.
