Travelocity India, an international online travel portal, has launched a new campaign to promote its new international travel offers. In the initial stage, the new marketing campaign has been launched in Chennai and will be followed by other major cities soon. The campaign will concentrate more on the online medium with adequate support from the offline media like print, OOH and on-ground activations.
Commenting on the new promotional initiatives, Himanshu Singh, MD, Travelocity India, observed that with the commencement of their new international booking services through their portal and also their dynamic travel packaging services, the brand needed to communicate these to its consumers. “As our core audience comprises Internet users, we have categorically divided our campaign between online and offline media. In the offline space, we will be using print, OOH and on-ground activations in Chennai. We will be using the 360-degree approach for reaching out to the consumer across various touch points,” he added.
When queried on the concentration of promotional activities in Chennai, Singh explained that the Chennai market had a large share of international travelers. “Generally, the Mumbai and Delhi markets have been taken as key markets for testing purposes. After analysing some recent data on online bookings from Chennai, we realised that close to 45 per cent of buyers were international passengers. So we realised that Chennai would bring out some learning, after which we will roll out campaigns in other cities.”
The creative agency for the campaign is Vyas Gianetti Creative (VGC) and the media agency is TME.