Orchard Advertising, Leo Burnett's second agency, has been appointed as the communications partner by HolidayIQ.com, a holiday information portal. The agency will be responsible for both, the above-the-line and below-the-line communication for the brand.
Hari Nair, founder and chief executive officer, HolidayIQ.com, says, "Orchard was able to envisage our brand in a larger-than-life manner, and their team has displayed tremendous passion and interest towards our cause. We feel we've found the right partner in Orchard and look forward to a long and fruitful partnership."
Addressing the win, Anish Daryani, vice-president and head of office, Orchard, says, "This is an opportunity for us to use our proprietary 'HumanKind' model to influence consumer behaviour and give HolidayIQ.com a larger purpose - that of harnessing the power of user reviews to create a smarter Indian traveller."
The team has devised the term 'hiq!' which stands for 'Holiday Inspired Quote'. Thomas Xavier, national creative director and chairman, Orchard Advertising, explains, "We want to unleash the power of guest reviews for HolidayIQ. Going forward, we intend to make 'hiq!' a part of common parlance which means 'a review'. From a HumanKind perspective, a 'hiq!' is a gift from one traveller to another."
The ad campaign includes an anthem called 'hiq!it' targeted at 'the holidayer in Goa'. It has been composed and sung by Remo Fernandes. Orchard's Xavier has co-written the 'hiq!it' song with Fernandes.
The media mix also comprises an activation exercise through a specially designed tablet device called the 'hiq!PAD', through which hoteliers can get their guests to digitally collect reviews and take it live in real time.
HolidayIQ.com aggregates a large number of reviews (including reviews of hotels, destinations, activities, sightseeing options and travel agents). User-generated feedback from Indian travellers is the source of all travel advice and information that is provided on the website. It is a site where user-generated reviews are leveraged to make holiday planning easier for the Indian traveller.
The website, which caters primarily to the Indian audience, has about 30,000 hotels listed on the site and gets 40 lakh unique monthly visitors. The company is based on the premise that the power of user opinions can help create a smarter Indian traveller.