Lifestyle Public Relations / November 19, 2020
Creating a Niche Among The Travel and Art Enthusiasts
Context
The Project Cafe is one of India’s first brands which is a confluence of art, design and retail. Founded by Drasty Shah, TPC stands on the pillars of Ideate, Curate and Collaborate. TPC proclaimed the launch of its multidisciplinary art space in Goa in December 2017, which combines the existing philosophy of The Project Café Ahmedabad with a unique residential experience. Wishbox Studio had come on board when The Project Cafe was getting launched in Goa.
Communication’s narrative
Our aim was to bring out the design and artistic elements of the brand and to position The Project Cafe as an aesthetically crafted cultural hub that alchemizes various elements together including food, art, retail, design, learning and experience. The narrative focused on how The Project Café is a unique concept in the lifestyle experience space that seamlessly integrates varied spheres of art, design, music, culinary arts and literary arts under one roof. The communication highlighted how it has collaborated with hundreds of artists and designers from across the globe on multidisciplinary artistic endeavors.As a strategic communication advisor, we focused on the launch of The Project Cafe in Goa and narrated its salient features along with its creativity. The key message focused on how TPC is a multidisciplinary property that is a culinary and cultural and how it stands out amidst the saturated hospitality segment of Goa.
Our Strategy
The core strategy was to introduce TPC in Goa to the niche audience which would find solace in a 130 years old restored villa. Wishbox Studio ensured to narrate the brand story to the targeted consumer at the opportune time. We knew that a cultural hub like The Project Cafe needed a different treatment which we achieved by amalgamating traditional PR activities with novel strategies. Wishbox Studio facilitated interactions of the spokesperson and collaborations with similar aesthetics.
A familiarisation trip was organized to make the journalists experience the property thus popularising it among the travel junkies.
The “Solution”
The activity started by initiating FAM trips with travel and design magazines which focused on the property and the concept. After that Wishbox focused on the stories highlighting how Assagaon is the new cultural hub in Goa which is frequented by the art enthusiasts. The agency also capitalized on the events in the local and national dailies. Once the property was popularised, the team planted industry stories focusing on the diverse culinary scenario of Goa and how TPC played a pivotal role in its development. The team took it as an opportunity to promote the Founder, Drasty Shah in the business press and secured her inputs on important issues like the impact of COVID 19 on the hospitality industry. Wishbox Studio also processed collaboration and association with various brands like The Ikat Story, BOHECO et al. TPC is all about experimentation and creativity hence a FAM trip with the photographer Karishma Karamchandani was organized where she was suggested to take TPC as a tabula rasa where she uses her creativity to invent something new. The result was that she came up with a series of spectacular images.
Outcome
The Project Cafe had attracted the attention of more than 50 plus influencers and journalists and is frequented by visitors every year. It was covered by Architectural Digest, Conde Nast Traveller, The Hindu, Mint, Business Standard, Deccan herald, LBB, Business World, Business Today, YourStory, The Man etal. It is a melting pot for art and culinary in Goa and is successful in creating a property based on collaborative entrepreneurship.
