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‘Slap me hard’ says the latest promotion strategy of Cleartrip.com-Deccan combine

06-December-2007
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‘Slap me hard’ says the latest promotion strategy of Cleartrip.com-Deccan combine

Online ticketing portal Cleartrip.com in association with Deccan has embarked on a curiously named ‘Slap me hard’ promotion that aims to set a benchmark for offers and deals in the travel segment. As part of the offer, customers who bought two or more Deccan tickets in the same transaction are eligible for a lucky draw. Cleartrip has brought on board KPMG as process validators for the promotion.

Sandeep Murthy, CEO, Cleartrip.com, said, “With the offer, we are setting a new benchmark in the industry by giving away the biggest reward by any travel company till date. The association with Deccan is perfect as they share a unique bond with their customers, which plays a vital role in the success of this offer.”

He further said, “These innovative strategies are a reflection of the innovative deals that have enabled us to service one million trips in just six months. This has resulted in Cleartrip.com owning 35 per cent of the market share. We are expecting to close this March 2008 with a Rs 700-crore turnover.”

Speaking about the communication strategy for this offer, Murthy said, “Cleartrip’s aim is to acquire more customers by getting close to them via online, TV, radio and print media. We did a massive print, online and TV campaign in November 2007 to promote this offer. The creative campaign is being handled by Publicis, while the digital work is being done by our in-house digital agency.”

Capt G R Gopinath, Executive Chairman, Deccan Avaition, said, “Being the first airline in India to adopt e-ticketing, we recognise the crucial role of online ticketing in fuelling demand for air travel. While in the past four years the OTA industry has grown at a phenomenal pace, Cleartrip’s simplicity in navigation, intuitive interface and ability to innovate with deals have given them the edge in this competitive business domain. Deccan’s association with Cleartrip is pursuant to our commitment to provide affordable and accessible air travel. Given that a sizeable number of our passengers book through Cleartrip, our participation in the offer fits the bill perfectly.

The offer has generated a lot of excitement amongst our passengers and also encouraged people to experience Deccan.”

Meanwhile, Cleartrip.com is planning to offer international tickets on its website within the next two months. “We will continue to launch such promotional offers within the next 18 months as this ‘Slap me hard’ promotion has led to a 20 per cent hike in ticket sales. Offers and deals like this create tremendous stickiness for the brand and has resulted in Cleartrip.com having over 72 per cent repeat business,” claimed Murthy.

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