Hotel Ramada - Blind Faith Upgrade

A campaign driven by Experience Design to demonstrate Hotel Ramada’s exceptional customer service. THE RESULTS - As a result of our multi-channel campaign, there was a 22% increase of Hotel Ramada searches, 100,000 more website visits, 1,100 enquiries. In total the campaign reached over 3.4 million people. THE CHALLENGE - Show, don’t tell. The travel industry in India is highly competitive, with the majority of people holidaying in the country. Hotel Ramada needed a way to demonstrate its customer-centric and highly relevant service. Our insight was that India has the second largest visually-impaired population in the world, but thousands of travellers can’t find visually-impaired friendly accommodation. THE SOLUTION - We created 'The Blind Faith Upgrade,' an innovative solution that transformed hotel rooms into visually-impaired friendly spaces using an easy-to-assemble kit including: reusable tactile paving tiles to help orientate hotel guests, braille literature with an audio-assist pens, which used optical identification converting written language into audio, and Braille labels converting any phone into a Braille-enabled phone. We chose to launch the kit to attract the thousands of visually-impaired travelers visiting Ajmer Shareef, the shrine of Sufi Saint Moinuddin Chishti, every year. We promoted the kit through a film with testimonies from guests, with audio descriptors for our visually-impaired target audience. As the Upgrade does not require any infrastructural changes, it is easily adaptable in any hotel in India - or any hotel in the world.