In an attempt to live up to its motto of “Creating Happy Travellers”, Yatra.com recently launched a campaign, #ReliveHappiness. The objective was to get people to walk down memory lane and experience their happiest travel moments all over again.
The campaign was executed on social media channels. One needed to simply upload a picture of their fondest memory on the microsite and state a reason as to why they would like to relive that once again. The website received over 150 entries, where they also saw their Twitter hashtag, #ReliveHappiness trending at No. 1 position.
According to Sharat Dhall, President, Yatra.com, “This campaign was conceptualised with a view to connect with our customers and bring a smile to their faces in the midst of their regular and sometimes mundane lives. 'Relive happiness’ came through in our brainstorming sessions as that one moment which we hold dear to ourselves and would be happy to re-live it. We all have tons of memories and as a brand Yatra is about creating happy travellers, hence we thought why not create another happy moment for them where they could ‘relive their memories'.”
“This is a completely different social marketing campaign to our earlier ones. Here we are looking at connecting with the typical Indian family and with the values that they have grown up with. The strategy was very simple, be a part of the moments that are treasured by people. The human connect has helped us reach out to our audiences like never before and has helped us understand their requirements a lot better. This will also help us for our future campaigns and product offerings,” he added.
Suva Ghosh, Director, India, Brandmovers, said, “How many times have we heard about spending your money on experiences and not things? A travel memory is something that we cherish and might love to relive again. Incidentally, we noticed that people online were already recreating their travel photos. Leveraging this insight, we created the 'Yatra Relive' campaign to help people relive their old memories and transported them back in time to relive an experience, which is precious to them.”
Yatra.com has been on its toes with creating several advertising campaigns on all platforms to promote travel, and the brand. The brand also launched a series of three print layouts. The idea behind the campaign was on budget travelling. They drew inspiration from wild birds and animals. These images went viral on Twitter.