Travelocity uses language of travel in its new campaign

The 12-14 weeks campaign to use print dailies, magazines, OOH, on-line, in-air and activations.

Neha S| Delhi | May 11, 2011

Travelocity India has launched its new ad campaign. The campaign is designed keeping in mind the first and most basic travel need of every Indian -  best/ lowest price to the chosen destination. While the ads reflect Travelocity India's guarantee of providing its customers with the best available fares (airlines and hotels; domestic and international), the campaign is also directly linked to a new tool launched by Travelocity India after a thorough study that makes it possible for Travelocity India to fulfill its promise.

A study conducted by Travelocity India indicated that an average on-line buyer visits three to four sites to compare rates before actually buying. Keeping this in mind, Travelocity India launched a tool that informs the customers of all the best fares available on a single page itself, including those from other online travel agents and airline websites. Keeping customer centricity in mind, Travelocity.co.in will actually take the customer to the site which features the lowest rate, to complete the transaction.

The campaign has been launched at a time when travel industry is looking to soar again. The creative agency behind this campaign is CRAVE, London and the media agency is Mindshare. The media mix will include ads in print dailies, magazines, OOH, on-line, in-air and activations.

The idea behind this campaign is to ingratiate Travelocity into everyday speech and to link Travelocity inextricably with the idea of travel, destinations and to give the brand a unique & unassailable position. The campaign makes this position enduring and relevant – something competition cannot replicate or overpower.

Speaking on the campaign, Paul McManus, CEO, Crave says, “Travelocity's offer is unique. We wanted to give them a campaign that reflected this uniqueness. The 'Language of Travel' will allow Travelocity to enter the day-to-day language of its customers and own the travel space in their minds. It is engaging & intelligent and it invites customer participation”

“We love the dynamism and thrust of the Indian market and with Travelocity we have been lucky to be able to work with two visionaries, Rohinton Commissariat and Himanshu Singh; they encouraged us to go beyond the brief and allowed us to deliver something we believe will be a game-changer in the online travel marketplace,” added Paul.

Announcing the launch of the campaign, Rohinton Commissariat, Head – Marketing, India said, “Our marketing and communication objectives were clearly mapped. We are thrilled with the creative interpretation that Crave has evolved. With this campaign, the Travelocity brand should move up smartly in the consideration mind-set. Apart from being memorable and involving the promise is highly relevant.”

Credits:

• Creative Agency: CRAVE (crave.org.uk), London
• Creative Team: Paul McManus; Terry Rooney, Charbak Bhattacherjee, Janet Lees
• Media Agency: Mindshare
• Lead: Rahul Satoskar & team

Neha@BestMediaInfo.com

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