Mumbai: In the realm of hospitality and entertainment, few names shine as brightly as Deltin. Known for its commitment to luxury, impeccable service, and world-class gaming experiences, Deltin has carved a niche for itself as a leading brand in the industry.
One of the key pillars of Deltin's allure is its hospitality services and unique offerings. From lavish casino to suites and elegant rooms, every space is meticulously designed to exude comfort and style. Guests are enveloped in an atmosphere of indulgence, where every need is anticipated and catered to with utmost care.
Continuing the celebrations of completing a decade of Deltin Royale, the brand organised a swanky event going by the name of “Deltin Star Weekend” from February 9thto 11th.
For this event, Deltin rolled out tech-integrated campaign where personalised videos featuring Bollywood star - Tamannaah Bhatia were shared with their patrons in two phases; one video has been rolled out in wishing the patron a “Happy New Year” on New Years’ eve and second video which was rolled out in mid-January with the invitation and details about the event.
For readers to know more about Deltin and the marketing strategies which have been incorporated into their campaign, Indiantelevision.com caught up with Mr. Arindam Basu, General Manager – Marketing, Delta Corp.
Edited excerpts
On the brief introduction of Deltin Royale
Deltin as a brand, started in 2013, with our first flagship property called Deltin Royale in Goa. As we crossed 2023, Deltin Royale completed a decade ofthrill, excitement and entertainment. To celebrate that same, Deltin Royale hosted a month-long event with non-stop gaming, live entertainment and impeccable hospitality offerings. Not only that, the celebrations consisted of mega prices and celebrity visits from Bollywood celebs like Tejasswi Prakash, Hina Khan and Shamita Shetty. But as you know, Deltin is a place where celebrations never end. We party every day and the party is never going to end. So we aim to continue the ten-year celebration with such numerous event round the year.
On the specialty of “Deltin Star Weekend” event
The “Deltin Star Weekend” is one of ourIntellectual Property amongst the other events curated that are hosted in Deltin Royale and as the name suggests, it gives our guests a golden opportunity to mingle with the famous b-town faces. This time three day event kicks off from February 9th with Shilpa Shetty on board to add her charm. On the next day, we have a live performance of the Bollywood duo singers Salim-Sulaiman. On the last day, we have Tamannaah Bhatia coming in to add some lady luck along with meet and greet with the crowd. That’s not all, throughout the week, we are going to have lots of exciting entertainment options where guests can come and experience live performances from various local Goa bands and international dancers. Even the FnB part will be taken care of with meticulously crafted dishes of multiple Indian cuisines thereby catering the set of audiences coming on board to experience a mix of live entertainment and appetizing cuisine. Moreover, the event coincides with Goa carnival which has footfall from across the India and a lot of guests come in to experience the carnival. So this is going to be a jam packed weekend where people can come and have fun, mingle with the celebs, taste their favorite foods and beverages, try their hand in gaming, all at one destination in the middle of Mandovi river in Goa.
On the role of AI and it's integration in the campaign
Deltin has always been known as a brand which provides a very customised and personalised experience to our guests. We always give this unrivaledservices to each of our guests, which they cherish forever. Levelling up the legacy of the Deltin offerings, we thought to make our guests feel even more special with personalised tech infused invitations. Hence leveraging AI we curated a customized video featuring Tamannaah Bhatia to roll out invitations for our signature event – Deltin Star Weekend!. We strategically rolled out the videos in two phases to create and sustain a chain of conversations and excitement for the event.
Understanding the locality of a large set of our target group and that Tamannaah Bhatia being popular in Northern and Southern states of India, we were successful in creating a buzz around the event thereby receiving an array of queries and registrations.
On analysing the segmentation of customer databases
We have our customers segmented into various types.Though Deltin is primarily into casino business, it is not that only gamers who is our audience.We get customers from areas with various demographics and goals.Apart from the gaming enthusiast, we have a segment of customers coming in to experience the realm of casinos, the live entertainment along side lip-smacking food.We have yet another set of audience coming in to just a have leisure time with their friends and family while cherishing a unique blend gaming thrill, live entertainment and hospitality. Hence our campaigns and communications are carefully curated understanding the consumers preferences so as to meet the desired results and conversions. I think that has created a very distinguished bond of getting with the customer, which has helped us in keeping getting the eating position, the top of the mind portion of customers.
On technology shaping the advertising and marketing industry in India
Technology has been with us for last 10-20 years. However, recently the technology has been changing continuously and adding layers to it. With technology coming in, things are becoming more precise to where you can reach out to your customer base. One such advancement is that you can precisely target your audience. Second advancement is you can accurately measure your ROI for each and every undertaken task. With these technological advancements, we have been able to decode the data thereby understanding consumer pain points and preferences and with the help of this knowledge we have been successfully curating the campaigns thereby staying ahead of the curve in such a cluttered industry.
Yet another gift of technology is digital marketing in almost every sector which I believe is disrupting the marketing scenarios in almost all sectors across the globe.Previously all these mainline mediums of marketing were not very precise in targeting the desired set of audiences, but in digital marketing with geographical, behavioral and intent based segmentationone can precisely reach out to the consumer and customer as well.
The third revolution, which has happened with technology, is automation. Now over the years marketing communication strategy has been automated. Throughout the customer journey right from a customer is introduced to the brand till the purchase is made and even post that the brand can track their journey to automation and can issue precise communication so that the customer is intended to move up in the conversion funnel not just once but multiple times.This automation has helped a lot not only to Deltin but to the entire industry.
Yet another blessing that we have is CRM.Whenthe CRM mechanism in place wherethe customers preferences are comprehended, highly effective strategy can be devised. With the advent of technology, the brand is able to let the audience can physically experience everything with the entire world being accessible at your fingertips.
Last but not least, AI has proven to be a breakthrough in the marketing ecosystem. Though AI has been here for quite some time, the conversations around the same manifolded post the launch of OpenAI in November 2022. Within a week's time, they got a million customers and billion users coming in.
Generative AI is a category of AI that understands human languages, the way a human talks and it responds accordingly. Hence this tool, is quite beneficiary in the field of marketing where quite a concrete and precise communication strategy can be curated.
On the current landscape of marketing in India's hospitality sector and its growth trajectory
It's absolutely on the rise and all the data points are suggesting that; owing to multiple reasons.To my opinion, the travel restrictions born due to pandemic that stretched for over a couple of years, the urge to travel and spend quality time with friends and family has significantly surged. This has led to a spike in domestic and international tourists across the nation.
Moreover, with the corporate eco-system adapting to hybrid and work from home working models, the business travel has also witnessed a surge in bleisure travel. This shift in the perception of travel has resulted in the change in customer expectations. People prefer to seek distinct experiences, ready to pay more for quality,look for an eco-friendly travel options and also has a quest for a personalised travel experience.
In addition to the same, the government initiatives in hosting a large scale national and international event such G20 summit, National Games, sports tournaments, India Energy Week, etc across the locations in India has shoot up international tourism in India. Henceforth, I believe, this industry holds an immense potential.
On other strategic campaigns that Deltin has lined up throughout 2024
Goa is a vacation destination for a large chunk of people across the nation. Hence round the clock we have tourists coming in Goa to seek various experiences, be it night life, beach life or casino experiences. Therefore, we at Deltin, ensure to have an array of unique events round the year to provide our guests with an unparalleled experience – seamless blend of non-stop gaming, live entertainment and hospitality. With such events, we have been able to live up to the expectations of our patrons to be Asia’s largest offshore casino destination. Moreover, at Deltin, we have been leveraging performance marketing, SEO, SEM and social media marketing. Not only that, on a regular basis we collaborate with content creators to widen our reach.
All in all, at Deltin, we are geared to continue ten-year celebrations throughout the year ultimately sparking a chain of conversations around Deltin and Deltin Royale. We would be, like I earlier mentioned, utilising a 360 degree marketing and communications approach to reach out to our customers and consumers.
