Travel portal Yatra.com is the latest to catch the makeover bug. The portal recently changed its corporate identity and has repositioned its brand statement.
As part of the exercise, changes have been effected in its logo, which has been changed to aqua green and orange from the earlier dark blue. According to Dhruv Shringi, Co-Founder and Director, Yatra.com, this had been done to add more vibrancy to the portal, thereby making it more relatable to the customers.
Moreover, dotcom has been added to the logo. Shringi explained, “The dotcom has been added to differentiate Yatra, (an otherwise generic) brand name from things like Yatra the TV programme, Yatra for pilgrimage. It has been made a part of our identity to tell people to try the online mechanism.”
Shringi further said that an attempt had been made to streamline the user interface so as to help customers navigate more easily. Starting February 7, the site will allow customers to see prices upfront, including taxes. A punch line has been added, too, which says ‘The smarter way to travel’.
The site is primarily looking at ATL activities to communicate its new corporate identity. While a television commercial will break by the end of this week, print and outdoor activities will commence from March.
With a target of garnering around Rs 550 crore in the calendar year 2007, Yatra.com is also in the process of introducing a micro-site covering international destinations. The new project would be operational from February 15, 2007.