afaqs!

RMG Connect uses words to convey the Mercury experience

By , agencyfaqs!, Mumbai | In Advertising | January 17, 2008
RMG Connect has devised full page, long copy ads for Mercury Travels' re-launch, treading a path seldom taken these days

"In & #BANNER1 & # crowded, fast paced cities like Mumbai, there is hardly any time to bond with one's family. The only time we find for ourselves and our families is when travelling," says Aniruddha Biswas, senior creative director and associate vice-president, RMG Connect.

The full page print ads for RMG Connect's client, Mercury Travels, bring out that idea of finding time for your family. Mercury Travels was re-launched in 2007. And the travel agency wanted this second innings to hit a different chord with its consumers. It wanted that at the end of the ad, the reader should remember the travel agency, not just the travel ad. Ads have been done for three international destinations, Brazil, Australia and Kenya.

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Mercury Travels' tagline now boasts of taking you far while bringing you closer. The ad, with a very vivid visual of the destination in question, has copy that talks of the locale, its uniqueness, beauty and colours, and it then brings you back to where you really are - with your loved ones. The copy ends with the tag line, 'Experiences that take you far. Experiences that bring you closer.'

Biswas says, "While working on the copy, we came up with this tagline and Mercury liked it."

The print ads in Indian Express, DNA and soon in The Times of India are a full page each and carry long copy, both features that you don't see too often these days. The ads were intended to appeal to the new traveller - people who are well read, well informed, and who don't visit a destination for just basic sightseeing, but want to know more and soak in the culture of the place.

Mercury Travels, which was earlier a subsidiary of the Oberoi Group of Hotels, ventured into outbound holidays after Ashwini Kakkar of Thomas Cook bought a majority stake in it. That was when the travel agency began to explore new areas and that's how the re-branding occurred. The new logo, too, was created by RMG Connect.

Among domestic destinations, Kerala and Rajasthan have got a visual tweak. The next chapter in the communication is also ready with TVCs just right for the summer season. Outdoor, too, will be used expansively.