Travelocity unveils Language of Travel

 OTA Travelocity launched a new campaign, the Language of Travel. Spread across print, digital and OOH. And the campaign hopes to make the brand message go viral, in real life and online.

e4m by exchange4media Staff
Updated: May 19, 2011 11:41 PM
Travelocity unveils Language of Travel

Online travel portal Travelocity has launched a new advertising campaign across print, digital and OOH, with plans to reach out to people and stand out from other online travel agencies. While the company would not reveal the total spend on marketing planned, they are splitting it largely into print and magazines, but with a significant portion in other mediums too.


Rohinton Commissariat, Head – Marketing India, Travelocity said, “This is round one and in this phase our proposed spends is quite restricted. But in phase two we do expect to spend substantially more. At this point the broad media allocations are: Press (dailies + mags) 40 per cent; online 20 per cent; OOH 20 per cent; Activation 20per cent.”


The objective of the India advertising campaign, the Language of Travel, is to make Travelocity the top unaided consideration for anyone who wants to book travel tickets online. The creative agency Crave UK, felt,  “We don’t think of travelling every day, but all of us do use language all day every day. Language is sticky: new words or phrases appear from nowhere and slip into everyday usage. The idea is to ingratiate Travelocity into everyday speech; to link Travelocity inextricably with the idea of travel, destinations and to give the brand a unique & unassailable position.”


Commissariat said, “Our marketing and communication objectives were clearly mapped. We are thrilled with the creative interpretation that Crave has evolved. With this campaign, the Travelocity brand should move up smartly in the consideration mind-set. Apart from being memorable and involving the promise is highly relevant.”


To stand out from the competition, the focus is on the customer proposition of guaranteeing the lowest price, embodied, Commissariat said, by the phrase, “LowestPriceGuaranteedocity.”


He explained, “The ‘ocity' creation is infinitely extendable and in a fun way makes people remember Travelocity while the lowest price guaranteed gives them the best reason to buy from us. The brand as well as communication needs are totally well meshed with this creative.”


Over the next 8-12 weeks the brand will extend the ocity story in dailies, magazines, OOH, online and with on ground activation. The idea is to make it go viral, online and offline.


Commissariat said, “The offer we have to make is something that will easily raise us over the din! OTAs or even the larger Travel industry is marked by very generic advertising. The -ocity campaign is something which is so un-replicable that it truly sets Travelocity apart.”

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