Campaign India Team
Mar 26, 2009

Travelocity India speaks its “new language of travel”

Online travel company Travelocity India has launched a 360 degree campaign, to promote the “new language of travel”. The company aims to highlight its commitment and honesty towards its customers, by bringing its global positioning to India. The campaign has been created by digital marketing solutions agency, Interactive Avenues.The media mix for the campaign mainly includes two TVCs, print advertisements and online banners.

Travelocity India speaks its “new language of travel”

Online travel company Travelocity India has launched a 360 degree campaign, to promote the “new language of travel”. The company aims to highlight its commitment and honesty towards its customers, by bringing its global positioning to India. The campaign has been created by digital marketing solutions agency, Interactive Avenues.

The media mix for the campaign mainly includes two TVCs, print advertisements and online banners.

Commenting about creative idea behind the campaign, Subhomoy Sengupta, national creative director, Interactive Avenues said, “The campaign is created to strongly differentiate Travelocity India from other online travel portals. The objective is to position Travelocity as trustworthy and truthful, an advocate of great travel experiences, while highlighting some of the customer support initiatives that it offers.”

Watch the ‘Honeymooner’ TVC here:



The TVC begins with a newly-wed couple checking into their suite at a hotel for their honeymoon, but are extremely apprehensive about the terms and conditions and hidden costs that hotels generally tend to spring upon customers at the last minute. Hence, the couple’s lawyer accompanies them to their honeymoon, to explain all terms and conditions whenever needed. Hence, the commercial urges everyone to arrange their vacations via Travelocity, which speaks the “new language of travel”, that of complete honesty, transparency and zero hidden costs.

Speaking about the campaign, Himanshu Singh, managing director, Travelocity India said, “There is a clear gap between what is currently offered and what is delivered to the consumer by online travel agencies. We have filled that gap with a host of offerings that may be familiar to the Indian customer but have never been offered in the way that Travelocity would. Our current campaign is all about popularizing Travelocity’s “new language of travel”: the truth, whole truth and nothing but the truth.”

The TVCs are slated to go on air sometime this week. In addition to TV, print and online, Travelocity has also created five viral videos, featuring stand up comedian Vir Das.

Watch two of the viral videos here:


 
 

Source:
Campaign India

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