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Expedia to invest Rs 60 cr in marketing initiatives

07-March-2012
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Expedia to invest Rs 60 cr in marketing initiatives

As per latest Industry reports, online travel is the most successful consumer e-commerce category in India, accounting for over 80 percent of the entire Indian e-commerce market.

People seeking a break from busy their lives are flocking to travel websites. Tapping on to the opportunity at the right place and at the right time is Expedia. The company has launched its first 360-degree campaign in order to woo users and plans to invest Rs 60 crore for taking the brand to the top three, in terms of brand recall.

The campaign has been conceptualised by Lowe Lintas and the TVCs are already running on air. Print, digital, radio and television mediums are being used for the campaign across India. The focus of the campaign is on the idea of strangers feeling bonhomie towards each other because of using the same brand – Expedia.

Talking about the main idea behind the campaign, Manmeet Ahluwalia, Head – Marketing, Expedia India said, “The campaign is designed keeping in mind the travel proposition offered by Expedia to consumers in India and globally. It will position Expedia as a brand that is trusted by 31 million consumers globally for the best travel deals.”

“The tenor of the ad campaign has consciously been kept real–right from the situations to the models–to drive a deeper connect. We believe this campaign will help us significantly increase brand recall to get into the top three Online Travel Agencies (OTAs) that our consumers consider before buying travel,” he added.

The tagline ‘Expedia – one word for travel’ has been created to work as a binding factor for travellers globally. The advertisements will also be screened at about 150 leading cineplexes in the country.

Talking about the main creative idea behind the campaign, Shriram V Iyer, Executive Creative Director, Lowe Lintas said, “The main thought behind the campaign was to establish Expedia as world’s most used online travel portal and establish the fact that people around the world use it every day. The TVCs show people from different nationalities break the ice with one common connection between them – Expedia.”

The campaign currently consists of three 15 seconds commercials and two 45 seconds commercials. The print campaign has also been created separately based on the same idea.

Expedia spent Rs 25 crore marketing itself when it entered India and now the company is planning to infuse Rs 60 crore to chase the top three position. Bloggers have also been invited to be a part of the marketing campaign and expedia is reaching out to all those who have had wonderful experiences on their holiday and want to share it.

Talking about the plans ahead, Manmeet said, “Following the brand launch in India last year, we spent over Rs 25 crore purely on local marketing initiatives and experienced a growth of 200 percent in the business. This year, with marketing spend of Rs 55-60 crore and an aggressive campaign, we expect to substantially increase our market share in the segment.”

Expedia claims to provide distinctive booking experience to its users with thousands of independent reviews from fellow travellers and the opportunity to use travel-simplifying features such as maps, weather forecasts and 360-degree virtual tours of hotels.

While Lowe Lintas is the creative partner for Expedia, Lintas Media Group is the media partner and Isobar India handles the Social Media mandate.

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