Prepared by Concierge Collective · August 2026
Social, ads and PR, sequenced week by week around real departures.
01 · The system
Salori's reels already reach 5 to 11 times its followers. The gap is distribution and repetition, not content. The plan runs one loop, on every trip:
Every post ends at one place: WhatsApp or thesalori.com.
02 · Foundation week · 14 to 20 Aug
03 · Campaign 1 · Monsoon Soirée
| Window | Beat | Output |
|---|---|---|
| Countdown · 14 to 28 Aug | ||
| D-14 to D-10 | Why this trip | Dina rapid-fire announcement · itinerary carousel · story poll |
| D-9 to D-5 | Who you meet | Curator reel · member testimonial · FAQ stories: safety, solo joiners, inclusions |
| D-4 to D-1 | Final call | "Last seats" reel · packing-list story · countdown stickers · WhatsApp CTA |
| Live · 29 Aug to 2 Sept | ||
| Daily | The trip | One reel + one story sequence per day, from the shot list |
| Harvest · 3 to 9 Sept | ||
| Within 7 days | Proof | Recap film · three testimonial reels · photo set · written recap for press |
Small-scale rehearsal of the full loop before the December departure.
05 · Ads · Meta & Google
Ads start once the professional account and pixel are live. Nothing gets promoted until it has organic proof.
06 · PR · from September
The Soirée comes back with photos, members on record and a founder who just did the thing. That is the pitch. Three angles:
| Tier | Outlets | Lead angle |
|---|---|---|
| Travel | Condé Nast Traveller India, Travel + Leisure India, Outlook Traveller | Women-only monsoon escape |
| City | HT City, Delhi Times, LBB Delhi, So City, Homegrown | Photowalks and the community |
| Women-focused | SheThePeople, iDiva, Her Circle | Founder profile, member voices |
| Startup | YourStory, Inc42 | Community-led travel |
| Podcasts | Indian travel and founder shows | Dina as guest |
Goes out the week of 8 September with the trip photo set. Brackets filled from the actual trip.
For immediate release
The Gurgaon startup takes small groups of strangers on curated trips built around fitness, art, culture and food. Its first women-only departure just returned from the monsoon.
Gurgaon, September 2026. Salori Life, a community-led travel startup founded by Dina Chadha, has completed its first women-only departure, the Monsoon Soirée, a five-day escape that brought together [number] women from across Delhi NCR, most of whom had never met before the trip.
Salori builds its trips around four pillars: fitness and wellbeing, art and creativity, culture and history, and food and fun. Groups are kept between 8 and 20 travellers, and every departure travels with a curator who knows the destination and a mentor whose job is the group itself.
"[Quote from Dina: why she started Salori.]"
The next departure, Kohima & Hornbill, takes couples to Nagaland's Hornbill Festival from 5 to 11 December. Between trips, Salori runs open community events in Delhi NCR, including its photowalk series at Sunder Nursery.
"[Quote from a Monsoon Soirée member.]"
Trips are listed at thesalori.com. Instagram: @salori.life.
Press contact: contact@salorilife.com
Subject: A women-only monsoon trip where nobody knew each other (Delhi NCR story)
Hi [name],
Last week, [number] women came back from five days in the monsoon with a group of complete strangers. By day two they were not strangers.
Salori Life is a Gurgaon travel startup founded by Dina Chadha: small-group trips built around fitness, art, culture and food, with a mentor on every departure whose only job is the group. Between trips they run photowalks at Sunder Nursery.
On offer: Dina for interview, members on record, full photo set from the departure.
Worth a look for [publication]?
[Sign-off]
07 · First 30 days
R reel · C carousel · S stories. Everything producible with a phone and the existing footage.
| Date | Post | Detail |
|---|---|---|
| Week 1 · Announce | ||
| Thu 14 | R · Founder | Dina: "We are taking a women-only trip into the monsoon. Here is why." |
| Fri 15 | S | Independence Day story · poll: mountains or monsoon coast |
| Sat 16 | C · Product | Soirée itinerary in five frames |
| Sun 17 | R · Member | Testimonial: "I came alone." |
| Week 2 · Countdown | ||
| Mon 18 | S · FAQ | Safety, solo joiners, inclusions |
| Tue 19 | R · Product | Monsoon film cutdown, 30 seconds |
| Wed 20 | C · Useful | Monsoon packing list, saveable |
| Thu 21 | R · Founder | Dina: rapid-fire answers to Soirée questions |
| Sat 23 | R · Community | Curator introduction, 20 seconds |
| Sun 24 | C · Member | Three quote cards |
| Week 3 · Final call + live | ||
| Mon 25 | R · Product | "Last seats", Dina's voice |
| Wed 27 | S | Countdown stickers · WhatsApp question box |
| Fri 29 | R + S | Departure day, live coverage begins |
| Sat 30 to Tue 2 | Daily R + S | One reel and one story sequence per day |
| Week 4 · Harvest + PR | ||
| Wed 3 | S | "We are back" · member reposts |
| Fri 5 | R · Member | First trip testimonial |
| Sat 6 | R · Product | Recap film, pinned |
| Mon 8 | PR | Press release + photo set out, pitches personalised |
| Week 5 · Relaunch | ||
| Tue 9 | R · Founder | Dina announces Kohima & Hornbill focus, teases Jodhpur & Jawai dates |
| Thu 11 | C · Product | Hornbill Festival explainer |
| Fri 12 | R · Member | Second Soirée testimonial |
08 · Scorecard
Accounts reached per week
Net growth, as a trend
Decides which formats get more slots
The number that predicts bookings
From GA4
Departures that leave full, with members who return and bring a friend
| Month | Focus |
|---|---|
| September | Soirée recap live, press release out, Jodhpur & Jawai dates announced |
| October | Kohima & Hornbill countdown, couples angle, retargeting on |
| November | Hornbill final call, December live-coverage plan ready |
04 · Social · Instagram & Facebook
Five buckets, one cadence.