For the hotel Rhino & River, situated in a largely unexplored part of the seven sister states, the story had to be built from ground zero. Content strategy, tone of voice, visual style guide, and photography were the pillars from which everything took shape digitally.
Experience curator Prasad Ramamurthy and creative director of Truetype, Himanshu Lakhwani, collaborated to give their social media an editorial approach. Through the people of Rhino & River, their neighbours, the one-horned rhino, the resident and migratory birds, and experiences in and around the property, the social media page is curated to make the reader feel like visiting.
Through photography and writing, the content strategy ensures that the hotel has a voice of its own by celebrating everyone who makes the experiences memorable. Chef Kashmiri Nath, who curated the Assamese menu at the restaurant, Amar Jyoti Boro, the in-house naturalist, and many other unique individuals are the voices of Rhino & River. We also developed content IPs like: ‘Postcard from Pobitora’ highlighting the location, ‘The Sounds of Rhino & River’ acting as a sensorial touchpoint to focus on the real, unfiltered experience of the property, and ‘How to spend 4 days’ guiding the reader to plan an itinerary with Rhino & River.
The Instagram page is curated with the idea of positioning the hotel as a new property, a gateway to the Northeast for anyone travelling to the seven sister states. It started as a new account and reached 5,000 followers in about 9 months with steady organic traffic and some promotions.
