Travelocity India, the wholly-owned subsidiary of Travelocity, a global online travel agent (OTA), has unveiled a multi-pronged brand campaign that reflects Travelocity’s global legacy of commitment to customers. The TVC has been conceptualised by Interactive Avenues, while Lodestar Universal is the media agency.
Siddhartha Singh, Marketing Manager, Travelocity India, told exchange4media that based on in-depth consumer research, Travelocity had identified some of the issues faced by online travel customers, such as hidden costs, complicated terms and conditions, cancellations, and customer support, among others.
He said, “There was clearly a need to allay consumer concerns and at the same time showcase the various customer-oriented initiatives that Travelocity India has introduced for Indian travelers. The agency brief was to develop a campaign that would demonstrate Travelocity’s commitment to its customers through its promise to be honest, transparent and dedicated to make their travel a memorable experience.”
The TV campaign broke primarily on English news, business, and English niche channels on March 24 and would continue till April 30. The print campaign would involve leading English news dailies in Mumbai and Delhi.
Singh further informed that the campaign would run primarily on TV, print and online (display, search and viral). Added to these, the campaign will also engage the target audience through online social networks, community building and certain planned OOH activations.
The tagline for the TVC is ‘The new language of travel’. Elaborating further on the campaign, Singh said, “‘The new language of travel’ campaign is fresh off the oven, which is heavily brand-driven. Our previous campaign – ‘Be an Explorer’ with www.explorekaro.com – was all about inspiration and the joy of travel.” According to Singh, the target audience was the “young and the young at heart, with a desire to travel and looking for an honest and committed travel partner. Primarily metro resident SINKs and DINKs, who are online and e-commerce users”.
Explaining the creative concept, Subhomoy Sengupta, National Creative Director, Interactive Avenues, said, “We bypassed the traditional way of approaching the brief and partnered with the client to look for interesting and innovative angles. We kept the core brand values in mind, but the rest was like a fast game of ping-pong. The idea of using a stand-up comic came from strategic planning. The creative strategy, simply put, was – Travelocity is the new language of travel.”
Talking about the making of the commercial, Sengupta said that there were two sets of films – for TV and for the Internet. For TV, the production house was Thumbnail Productions and the director was Sudip Bandhyopadhyay. Two TVCs were shot and the end-to-end production took about five days. This apart, there are five Internet films of approximately one minute duration each.
Talking about the films, Sengupta said, “The first 30-second TVC shows the apprehensions of a traveling couple regarding the various terms and conditions and hidden costs. The second television commercial opens with a shot of a young couple shopping in a flea market. They are quoted inflated and misleading prices by the shop owner, only to have the shop owner’s kid correcting his father with the real (honest) prices.”