Campaign India Team
Jul 17, 2013 looks to increase presence in India; scouts for media agency

Singapore-headquartered travel site made its India foray in May 2012; media handled in-house until now looks to increase presence in India; scouts for media agency, a travel site headquartered in Singapore, is looking to increase its presence in India. The site, which runs India operations from Bengaluru, has called for agencies to pitch for its media planning and buying duties.

Wego made its India foray in May 2012. Media duties were previously handled by an in-house team.

Joachim Holte, chief marketing officer at Wego, which operates in 52 markets (in 30 languages) with offices in Dubai, Jakarta and Bengaluru, tells us more on the growth path envisaged in India. Excerpts:

What is the current share of business from India?

India is a priority market from which we've seen fantastic growth. We've already customised, accessible in 11 languages. Over the next year we plan to scale the business further, investing more above-the-line to make sure every Indian traveller knows there's a better way to shop for flights and hotels. The Bangalore operation is also expanding as we continue to bring in top-level talent. We are very excited about our plans for India.

Indians are rapidly shifting and adopting online travel purchasing and actively seek sites that can make their experience seamless and simple. Wego India has experienced success for these reasons and entered the market at just the right time (May 2012).

What are the targeted numbers from the country?

Since the launch of Wego India about a year back we have seen extremely promising month-on-month growth, and this has encouraged us to make further investment in the market in terms of the brand and the product. Our focus will be to grow the Wego brand in India and educate our customers on the key value propositions of Wego.

Has a creative agency been appointed?

Wego is investing in a variety of marketing efforts across all our core regions and we're continuously working on new ways to fine tune our marketing strategy. We are in the early stages of a roadmap, and what iteration or form that will take will depend on further consideration. We have not made any decisions as yet, and any agency adoption will depend on the timeline we're developing within our marketing strategy.

What is the media budget allocated for India?

A firm budget is yet to be allocated and while Wego India is a priority market, Wego's marketing strategy takes into account all of the 52 markets in 30 languages that the company operates in. As such and in line with Wego's successful localisation strategy, each market approach is developed based on its individual needs.

Campaign India