Travelocity pushes new-age interactive tool in new campaign

Travelocity India, wholly owned subsidiary of Travelocity has rolled out a marketing campaign. Titled 'Be an explorer', the campaign encourages the audience to become explorers by using their new age interactive tool ExploreKaro.

Travelocity India also named Mumbai-based Interactive Avenues as the Agency on Record (AOR). Interactive Avenues has developed the entire campaign for Travelocity India, including the television commercial.  "The campaign has two mutually complementary halves. The first are traditional print, online and television advertisements to promote the products and services," said Subhomoy Sengupta, national creative director, Interactive Avenues. "The second half is ExploreKaro, an interactive tool to actively engage the new age traveller who wants his travel website to be more than just a space to book tickets."

Though primarily targeting outbound price-sensitive' Indian travellers, Travelocity's new campaign "aims to appeal to youthful, Internet-savvy travellers who don't shy away from new experiences.  In fact, they enthusiastically embrace the unusual as it gives them 'brag time' amongst their peers," said Himanshu Singh, managing director, Travelocity India.

The 15-second TVC uses humour to break the clutter. The film opens with the photo of a typical middle class couple in late 20s being manipulated on Photoshop. With each click of the mouse, the background on the photo, the clothes and accessories they are wearing and other details are altered to give the impression of changing landscapes. The camera pulls back to reveal the monitor and the cursor minimizes the screen with the voiceover asking viewers to log onto Travelocity.co.in for real travel adventures.

Print and banner ads are more tactical with focus on the choices, rates and discounts being offered by Travelocity India. The banner ads link back to Travelocity.co.in facilitating easy navigation.