CASE STUDY
Times Passion Trails
Website Development · Experiential Marketing · Destination Marketing · Event Strategy & Execution · Content & Creative · Digital Communication
The Impact
Built the Times Passion Trails website, creating a central digital platform for the initiative and its experiences.
Supported the development of Times Passion Trails as an experiential travel and destination-marketing property of The Times Group.
Worked on tourism initiatives for Madhya Pradesh and Rajasthan, connecting destination marketing with immersive on-ground experiences.
Executed three distinct experiential properties across tribal culture, culinary tourism, and heritage tourism.
Connected website, content, digital communication, destination storytelling, and experiential marketing within a larger brand ecosystem.
Helped translate #livewhatyoulove from a brand proposition into real journeys built around people's interests and passions. The casebook describes the property as curated experiences designed to go beyond travel and connect people with what they love.
The Challenge
Times Passion Trails, an initiative of The Times Group, was created around a simple idea: travel becomes more meaningful when it is built around what people genuinely love. With #livewhatyoulove at its heart, the platform offered curated journeys that allowed participants to discover destinations through culture, heritage, cuisine, communities, and shared interests.
The challenge was to translate this idea into a connected digital and on-ground experience, one that could give each trail its own character while retaining the larger Times Passion Trails identity.
The Strategic Question
How do we turn destination promotion into an experience people can discover, participate in, and remember?
Our Approach
CI360 worked with The Times Group on Times Passion Trails, bringing together website development, digital communication, content, destination storytelling, and experiential execution to support the platform and its individual journeys.
We built the website for Times Passion Trails, creating the digital destination through which the initiative, its experiences, and individual trails could be presented to audiences.
Beyond digital, our work extended into the experiences themselves. In association with Bennett, Coleman & Company Ltd. (The Times Group), CI360 participated in destination-marketing initiatives with state tourism departments, including:
Tribal Trail, Madhya Pradesh | 8–14 March 2022
An immersive journey developed with the Madhya Pradesh Tourism Department, bringing participants closer to the region through its tribal culture, communities, traditions, and destinations.
Times Rajasthan Cuisine Trail | 31 August–5 September 2022
Developed with the Rajasthan Tourism Department, the trail used the state’s culinary heritage as a way to experience Rajasthan through its food, culture, and destinations.
Times Gwalior Chambal Heritage Trail | 27 September–2 October 2023
Created with the Madhya Pradesh Tourism Department, this experience brought the history and heritage of the Gwalior-Chambal region into an immersive travel format.
Across these initiatives, the larger idea remained consistent: the destination was not simply something to promote. It became the story participants experienced for themselves.
Turning Destinations into Experiences
CI360 helped Times Passion Trails take #livewhatyoulove beyond a proposition, combining digital storytelling and experiential marketing to transform destinations into immersive journeys built around culture, cuisine, heritage, and the passions people love to pursue.
