HOTELS:
JATRA
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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.
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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.
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THE GOAL
Increase the average occupancy rate of the rooms while making sure travel guidelines are followed in the new world order.
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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 SOLUTION
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THE RESEARCH
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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
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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.
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USER PERSONA
Age: 27
Education: Bachelors
Occupation: Logistics
Mid-high income DINKs
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Headfirst Traveller:
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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.
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Need:
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With the advent of WFH, a desire to see more than the 4 walls of their bedroom and their friendly potted plant.
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THE REBRAND
The research pointed us in a clear direction that focused on two pillars.
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The democratisation of luxury
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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
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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
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Brand Character:
Character - Friendly, inspiring
Tone - Honest, direct
Purpose - Educate, inform, enable
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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:
