Online travel portal MakeMyTrip will soon be launching an extensive five-week long campaign across mediums to promote the brand’s new feature, Pay at Checkout. Brand ambassadors Alia Bhatt and Ranveer Singh, who were roped in February earlier this year, will be featuring in the commercials, which will go live today. Publicis Capital has conceptualised this latest campaign.
Commenting on the reason behind introducing this new feature, Saujanya Shrivastava, Chief Marketing Officer, MakeMyTrip, said, “In the previous commercials, the brand has already spoken about zero cancellation and 100 per cent refund feature. The intention now was to highlight the benefits of online booking with an attempt to shift consumers from offline to online. The campaign helped the brand in getting new consumer engagement and also saw a 478 per cent jump in online hotel transactions in the (April to June) period. When we were thinking of strategies on how to take it forward, we saw that there is huge headroom for growth as there is currently only 12-15 per cent of online hotel penetration.”
“We did extensive market research and specifically targeted consumers keeping in mind some sharp objectives. We only spoke to those set of consumers who have seen our previous commercials and are aware of what MakeMyTrip as a brand has to offer but are still hesitant to book hotels online. It was then that we found that these consumers are not comfortable with the idea of paying in advance for a hotel booking, so we decided to launch the ‘Pay at Checkout’ feature,” added Shrivastava.
It is a five-week long campaign, targeting mainly the tier I and tier II cities in India. The campaign will release across mediums on TV, outdoor, cinema and social media.
Leveraging celebrity power through brand association:
This year for the first time, the company got brand ambassadors on board by signing up popular Bollywood actors Singh and Bhatt with the aim to strengthen the brand’s appeal, stature and recall among its audience in tier 1 cities across the country, especially the youth. The move is in line with the company’s business strategy focusing on hyper aggressive growth and new user acquisition thus driving growth for the travel industry at large.
“The kind of association which we have with Ranveer and Alia is a multi-year contract and not a one-off brand tie-up. They perfectly fit the brand’s image and inspire the young audience to travel,” said Shrivastava.