The Laqshya Hyderabad Airport team branded 1,200 seat-backs in the waiting halls of the security hold areas to promote Cleartrip’s mobile app
BestMediaInfo Bureau | Mumbai | September 26, 2014
The Laqshya Hyderabad Airport team has executed a unique campaign for Cleartrip, one of India’s leading travel portals, at the Hyderabad International Airport by branding the seat-backs on the departure tract in the waiting halls of the security hold areas (SHA) of both domestic and international terminals. The campaign used as many as 1,200 seat-backs to create a powerful presence for the brand.
The campaign objective was to promote Cleartrip Mobile which has, in recent times, become its most successful revenue driver, contributing over 40 per cent traffic and 25-30 per cent transactions. Over three months, Cleartrip’s new campaign is expected to create a greater brand recall among business and leisure travellers at Hyderabad Airport.
It is a common observation that people spend a considerable amount of time sitting in the security hold areas waiting for their flights to be announced. During this time, mobile phones are a big involvement for them. With the added advantage of free Wi-Fi at the airport, Laqshya has created a highly potent solution to accomplish Cleartrip’s campaign objective.
Explaining the thought behind the campaign, Shashi Sinha, EVP & Business Head, Laqshya Media Group, said, “The Laqshya Hyderabad Airport team always creates campaigns that are customised according to the campaign’s objective. When Cleartrip required a long-term campaign that would guarantee eyeballs, engagement and activity, we needed to develop a plan that would be both impactful and enable action. By placing their ad message over the seat-backs, our aim was to engage and enable passenger audiences with a good trigger, and then provide them with sufficient lead time to play with and download the Cleartrip Mobile app. For the first time ever, Laqshya has used the SHA seat-backs for a brand campaign. We believe it will pay a rich dividend.”
Subramanya Sharma, Chief Marketing Officer, Cleartrip, said, “Cleartrip has always been bending boundaries to devise innovative and targeted engagement, creating newer benchmarks in advertising. Our branding on over 1200 seats at the beautiful Hyderabad Airport for the award-winning Cleartrip Mobile app, has received tremendous response. With over 2.2 million app downloads already, Cleartrip Mobile is currently the sexiest, most comprehensive travel product available on a mobile phone. Standing testimony to innovative excellence, this campaign also lauds the efforts of our partners at Laqshya Airport Media, who executed the campaign flawlessly for timely and effective results. Our joint efforts have paid off.”