EeeCee Hotel
Turning travellers into targeted media
Our client was a hotel in Shillong — a small, quirky town in northeastern India that didn't get many tourists.
But the ones who did visit felt like they had discovered a hidden treasure, and were eager to tell their friends.
The strategy
They were the oldest and biggest hotel in Shillong, so it made sense to go for market growth — promoting the town itself, not just the hotel.
The idea
A set of postcards (physical and digital) for hotel guests. Each with a personalised discount code that could only be used by their friends.
By making guests choose people who’d love the place like they did, we turned them into targeted media, reaching the most relevant audience at no cost to us.
In fact, it was a media buy that would pay for itself.
And it did: 3 months after launch, bookings were up by nearly 40% (YoY)
The cards, digital and physical
The guest experience
Taking a cue from the hotel owner’s own voice, we designed an experience that felt like a knowledgable but cheeky assistant
The visual identity was inspired by the room key cards, and the UX approach was minimalist, with a two-tone palette and light typefaces.
Single-interaction screens helped reduce cognitive load, and conversational microcopy helped add character to the tiniest details.
