JW Marriott Mumbai Sahar gave a new spin to the traditional Food Festivals by taking influencers to Thailand to experience the food, art and culture of Bangkok. Their Thai Specialty Chef Rungtiwa Sorlae and Executive Chef Vishal Atreya curated the experience towards realising the true essence of Thai cuisine and bringing it back to Mumbai. MindShift Interactive captured the overall journey on social media, building a mesmerizing experience for all to view online. Facebook Live, Instagram Stories and Snapchat was abuzz with fans excited to experience it all. The partnership with Tourism Authority of Thailand and roping in social media influencers like Mumbai Foodie, The Big Bhookad and publications such as DNA India and UpperCrust Magazine, the overall outreach on the campaign was phenomenal, as was the experience once the Food Festival was launched at the property. The Festival saw a splendid spike in interactions and footfalls given the experiential story created from the city of Thai food to the city celebrating it. Holding true to the power of social media storytelling, the campaign had a lasting impression on all.

1. JW Marriot Sahar Thai Fest
Campaign Report
23rd
September – 29th
October ’16

2. • Food fests are the flavour of the season – but the problem was, how do we make it stand
out?
• The answer: We decided to explore Thai Cuisine like never before. We took a culinary
trip to Bangkok, Thailand along with our Thai Specialty Chef - Rungtiwa Sorlae, Executive
Chef – Vishal Atreya to capture the essence of Thai cuisine and bring it back with us for a
Thai Food Fest
• We partnered directly with the Tourism Authority of Thailand, who joined us for the trip to
experience #AmazingThailand
• We picked unique ingredients and recipes throughout the streets of Thailand and the whole
journey was captured on Facebook, Twitter, Instagram, Snapchat and Instagram stories to
create buzz, that will scale up as we near the Thai fest at JWCafé.
Insight

3. Campaign Layout

4. Phase Name Outreach Interactions
1
#JWSaharThaiTrails Trip
Live Updates
1,71,882 1,648
2 #JWSaharThaiFest Updates 1,63,849 2,937
3 #JWSaharThaiFest Contest 18,08,073 1,466
4 Bloggers 2,48,509 10,013
Total 2168663 16064
Campaign Impact

5. Key Opinion Leaders
Facebook – 7.6K
Twitter – 6.6K
Instagram – 167K
Facebook – 20.6K
Twitter – 13.2K
Instagram – 20.5K
@TheBigBhookad
@MumbaiFoodie
Facebook – 1.23M
Twitter – 1.36M
Instagram - 48
@dnaindia
Chef Rungtiwa
Thai Specialty Chef
Our Team
Chef Vishal
Executive Chef
Facebook – 7.8K
Twitter – 6.5K
Instagram – 9.6K
@UpperCrustMag

6. JW Marriott Sahar along with The Big Bhookad, Mumbai Foodie &
DNA India and Upper Crust India editors took a 3 day trip to the
unexplored parts of Thailand - cooking, eating and exploring with
Chef Rungtiwa’s family.
PHASE 1

7. 1:30 pm: Begin an
ingredient spree at
Minburi Market
3:30 pm: A visit to Chef
Rungtiwa’s home in
Minburi to devour a home-
cooked lunch
9:00 pm: An hour of street
shopping at the Highway
Market - Leiyb Thandwn
Total Posts: 13
Total Reach: 39594
Total Interactions: 438
Itinerary (Day 1)

8. 10:00 am: Give into the
beauty of the Reclining
Buddha at Wat Pho
1:00 pm: Sip on date tea, date juice and
eat lunch at Chef Rungtiwa’s Uncle’s Date
Farm (Nong Chok)
7:00 pm: Stop by China Town market to explore street
food – from the unusual to crowd favorites.
9:00 am: Begin Day 2!
Total Posts: 21
Total Reach: 23,394
Total Interactions: 543
Itinerary (Day 2)

9. 12:00 pm: Splurge
at Chatuchak
weekend market
3:30 pm: Leave
hotel for airport
8:00 am: Leave
Hotel after breakfast
and check-out
9:00 am: Hop onto
a ferry and catch the
holy ambience of
Wat Arun
Total Posts: 23
Total Reach: 22,953
Total Interactions: 667
Itinerary (Day 3)

10. Total Posts: 14
Total Reach: 28,647
Total Interactions: 659
Facebook Live at Chef Rungtiwa’s household
kitchen garnered more than 2K views and
reached over to more 6K people organically.
Facebook

11. Total Tweets: 30
Total Interactions: 97
Frequent updates captured the detailed
itinerary of the 3 days in Thailand
Twitter

12. Top Contributors on Twitter

13. Total Posts: 13
Total Interactions:
892
Rich media like Boomerangs, Hyperlapse
and Slow-mo videos were posted which
received good views
Instagram

14. Total posts: 15
Views: 1500
Instastories

15. Adarsh Munjal
(@TheBigBhookad)
Blogger Outreach
Ronak Rajani
(@MumbaiFoodie)
Mumbai Foodie is a passionate project
founded by Ronak Rajani. It’s a digital guide
and reference point for food in Mumbai,
curating the best food and drinks from all
over the city at a variety of festivals. He
blogs at mumbaifoodie.com
An aspiring food critic, it's his
responsibility to share reliable
recommendations to improve your
culinary experiences, travel experiences
and praiseworthy branded experiences in
the world of food and hospitality.
http://www.thebigbhookad.com/

16. Total Posts: 4
Total Outreach: 8736
Total Interactions : 60
Blogger Facebook & Twitter Posts
Total Tweets: 2
Total Outreach: 6797
Total Interactions : 10

17. Total Post: 10
Total Outreach: 1,98,000
Total Interactions : 9,103
Blogger Instagram Posts

18. Post the trip to Thailand, a fortnight long food
festival
celebrating the Thai cuisine was hosted at JW Café.
PHASE 2#JWSaharThaiFest

19. Total Posts: 16
Interactions: 2,937
Outreach: 1,63,849
Throwbacks & Promotional Posts

20. Videos from the trip
The first video covering the entire journey got more than 13,000 views on Facebook,
The second video explored the finer details of the visit to Minburi market &
Chinatown garnered over 2,500 views on Facebook, The third video showcased Chef
Rungtiwa’s childhood home garnered over 4000 views on Facebook.

21. For amplification, we had a treasure
hunt on Facebook and a live twitter
chat was held with our Thai Specialty
Chef Rungtiwa Sorlae
PHASE 3Amplification

22. Total Reach: 23,693
Total Interaction: 886
#‎JWSaharThaiFest Promotion Posts

23. Twitterati shared questions about Thai cuisine & our Executive Chef Rungtiwa Sorlae
took over our Twitter handle and addressed all the queries in real time!
Participant & Brand Tweets

24. • The Thai campaign was aimed towards capturing the spirit of Thailand via rich media across
all the platforms in association with Tourism Authority of Thailand
• The Facebook Live conducted at Chef Rungtiwa's kitchen was success with over 2000 views
and 133 interactions
• Hyperlapse videos of the journey to Wat Arun and the bustle of Chinatown helped us
generate some interesting content
• Boomerangs were effectively used to capture moments from Minburi Market, Chinatown and
Wat Arun where everybody was more than happy to move for the camera - producing mini
videos
• Having leveraged the trip on all the platforms, Snapchat and Instagram stories helped us tap
into real time digital consumption - which were then saved and amplified on Facebook,
Twitter and Instagram
Highlights

25. Thank You