Travelocity India, wholly owned subsidiary of Travelocity, a leading global OTA (Online Travel Agent) today unveiled a multi-pronged brand campaign that reflects Travelocity’s global legacy of commitment to customers. The campaign, including a new television commercial, print ads as well as robust online elements is being launched in a phased manner this week (Week of March 23). The new campaign is the articulation of what customers in India can expect from Travelocity India: honesty, commitment and confidence.
The campaign uses a fun, youthful and relatable approach to introduce consumers to key service initiatives that Travelocity has launched in India. These initiatives form the cornerstones of Travelocity’s business worldwide and have been carefully customised by Travelocity India based on the specific needs and demands of the Indian online travel customer.
The new campaign is the result of an extensive and in-depth consumer research done by Travelocity India across the country. The research sheds light on the evolving issues faced by online travel customers. Some of the key concern areas faced by online travel customers include – hidden costs, complicated terms and conditions, same day cancellations, lack of customer support and the like. Thus, this research was the cornerstone in developing the new positioning platform of Travelocity India.
Mr. Himanshu Singh, Managing Director, Travelocity India, said, “There is a clear gap between what is currently offered and what is delivered to the consumer by online travel agencies. We have filled that gap with a host of offerings that may be familiar to the Indian customer but have never been offered in the way that Travelocity would. Our current campaign is all about popularising Travelocity’s “new language of travel”: the truth, whole truth and nothing but the truth. This gives consumers a strong reason to believe brand www.travelocity.co.in.”
“In Travelocity’s glossary, there are no hidden costs, no complicated terms and conditions and no false promises. What we do offer is a very strong and dependable customer support system that has been perfected through years of studying and understanding of consumer preferences across four continents and millions of customers across the world. These attributes have made Travelocity and its other international brands leaders in their respective markets. And I am very confident that this combined with the lowest prices on flights, hotels and packages, would truly encourage customers to come to Travelocity.co.in,” added Himanshu.
The slick 30-second TV commercials use everyday situations to showcase Travelocity’s commitment to ensuring that the customer’s interest is always protected. The underlying mood is playful and humorous. The campaign has been conceived and developed by Interactive Avenues, a leading digital solutions company. The TVCs have been directed & produced by Thumbnail Pictures and were shot at a five star hotel in Mumbai, and at a recreated flea market in Madh Island.
Mr. Subhomoy Sengupta, National Creative Director, Interactive Avenues explained the creative concept, “The campaign is designed to strongly differentiate Travelocity India from other online travel portals. The key objective is to position Travelocity as trustworthy and truthful, and an advocate of great travel experiences, while highlighting some of the customer support initiatives that it offers. We believe the campaign is extremely brand-focused and entertaining, & will add to the positive buzz that is already building around Travelocity India.”
The first 30-second TVC shows the apprehensions of a traveling couple regarding the various terms and conditions and hidden costs. To protect themselves, they have carried a lawyer (in a suitcase) during their travel. Building on the humour, what adds to the surprise element is their trusted lawyer who pops out from their suitcase every time they face any challenges on hidden costs, complicated terms and conditions and the like. The message clearly says that if you speak the new language of travel, you do not need to take a lawyer with you for your holidays, i.e. the T&Cs are simple and easy to comprehend.
The second television commercial opens with a shot of a young couple shopping in a flea market. They are quoted inflated & misleading prices by the shop owner, only to have the shop owner’s kid correcting his father with the real (honest) prices.
While the television will be the lead element, Travelocity India has planned a powerful 360 degrees campaign on this platform. Print ads and high-decibel online communication form the other components of the campaign. Print and online ads are tactical, offer driven - yet humorous with a focus on the unique offerings and customer commitments being offered by Travelocity India. Travelocity will also have real time banners on major consumer websites that would be updated with funny, one-line commentary on major current affairs developments.
All ads reflect the new language of Travel – one that of honesty, truth and transparency.
For further information, please contact:
CMCG India
Malika Bhavnani
Tel: +91-22-24450991
Email: malika.bhavnani@cmcgindia.com
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