Takes consumer engagement to newer heights with the campaign “Every Trip has a Purpose”.
Hitesh Ranot | Delhi | January 12, 2011
Cleartrip.com synonymous with 'Making travel simple' for the consumer over the last 4.5 years, takes the next step and further strengthens its relationship with the traveler, with its new campaign "Every trip has a Purpose". The concept underscores Cleartrip's travel expertise, deep understanding of customers and thought leadership in the travel category. The campaign kick started on January 9, 2011.
Launching the campaign, Niraj Seth, Chief Marketing Officer, Cleartrip said “We believe that this campaign will speak directly to the hearts and minds of all travelers, whether you are a long time customer of Cleartrip or a first time traveler. After all, everybody has a purpose behind why they travel. This concept is real; with real people and real life experiences.”
The key differentiator of this campaign is that it's never been done before. This is the first time that a company has engaged travelers to create communication that is fresh in outlook, yet based on credible research and consumer insights. The campaign vividly captures 80 personal stories from travelers across numerous geographies. The responses are real and unsolicited.
The campaign was conceptualized and created by Emmanuel Upputuru, National Creative Director of Publicis India, Cleartrip's recently appointed Agency of Record. Emmanuel said, "Cleartrip is the gutsiest client I have met. Who would send out an agency and a production house without an approved script and cast, forget costumes and locations? Is it the best example of co-creation?”
The challenges in making this kind of film are captured by the Director and Founding Member of Little Lamb Films Bauddhayan 'Buddy' Mukherji who feels, “Never have I had so many butterflies in my stomach before a shoot. We were scripting history … A dialogue heavy film without a script… That was the challenge … the fun … That was what sets this project apart!”
The campaign will be extended across multiple television and online channels. An exclusive microsite http://www.cleartrip.com/mypurpose has been created where travelers can share their trips and engage friends on various social networks with their purpose of travel.
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