Yatra makes consumers dance for a free trip

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | November 22, 2011
As an extension of its ongoing TV campaign 'Creating happy travellers', Yatra.com has launched a new activation 'Travel-O-Dance' that involves music and dance to express the experiences of customers when they purchase holidays.

Online travel company, Yatra.com, has launched its new on-ground activation campaign Travel-O-dance, as an extension of its on-going television campaign 'Creating happy travellers'. The activation aims to arouse the joyful spirit of happy travel experiences, through music and dance, to showcase customers' exciting experiences on the purchase of holidays from Yatra.com.

The four-week long campaign, which is divided into three phases, will be rolled out in Delhi and the National Capital Region (NCR). The first phase includes a dance performance for which the travel portal has roped in Aasma, a professional dance group. The group will perform a dance sequence on popular Bollywood music, through which it will showcase the story of a young couple's experience when they buy a holiday from Yatra.com.

The group will perform at various locations such as DLF Cyber Green in Gurgaon, Rajouri Garden, Karol Bagh, Model Town, Lajpat Nagar, Vasant Vihar, and Lodhi Garden in Delhi.

In the second phase, the portal will launch a contest in which spectators will guess the next location where Aasma will perform. Five lucky winners will receive mobile handsets from Yatra.com. And, in the third phase, the travel portal will give away holiday trips to one lucky winner along with his/her group, for clicking pictures of the Yatra dance troupe Aasma, while it performs.

Talking with afaqs! about the campaign, Pratik Mazumder, head marketing and strategic alliance, Yatra.com, says, "To reinforce our promise to deliver a happy and hassle-free holiday, and rekindle memorable moments that customers experience during their travel, we wanted to create an engaging on-ground activation. 'Travel-O-Dance' is a unique activation that uses music and dance as a form of expression to showcase a customer's delight on experiencing a holiday from Yatra.com."

For the record, Yatra.com is an online travel portal which provides information, pricing, availability, and booking facility for domestic and international air travel, railway reservation, hotel bookings, holiday packages, buses, and car rentals. Travel-O-Dance is its new on-ground activation campaign, and is an extension of the existing campaign 'Creating happy travellers'.

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