VGC, The Media Edge bag the advertising duties for Travelocity

The other agencies involved in the pitch were JWT, Rediffusion DY&R and TBWA

Following a multi-agency pitch, Vyas Giannetti Creative (VGC) has bagged the creative duties for Travelocity, the international travel portal that was launched recently in India. The Media Edge is the AOR for the business. The other agencies in the fray for this business were JWT, Rediffusion DY&R and TBWA India.

The development was confirmed by Himanshu Singh, managing director, Travelocity India. When asked about the size of the business, Singh declined to comment, but industry estimates peg the account in the region of Rs 15 crore.

VGC, The Media Edge bag the advertising duties for Travelocity

Singh says, “Travelocity is known for its great consumer championship internationally. VGC understood our value propositions and brand requirement and provided suitable creative ideas, along with a comprehensive strategy. We are following the return on investment (ROI) approach on marketing our brand and currently focusing on the online medium. As the brand grows in India, we will employ other media as required.”

Atul Hegde, chief operating officer, Vyas Giannetti Creative, says, “Travelocity is a much respected international brand. Our first task will be to establish it as a brand in India. What worked for us was the integrated approach with which we approached the business. In terms of reaching the target audience, the communication for the brand will not depend on mainline advertising, but will involve the use of a 360 degree communication plan.”

It is learnt that VGC was able to suggest insightful ideas with respect to direct marketing, point of purchase sales, events and the online medium, apart from mainline advertising. The first online campaign was launched at the end of last week.

In India, Travelocity will be in competition with other travel portals such as Makemytrip.com and Travelguru, and also other offline and online players. Travelocity’s focus is on real-time local and international hotel reservations and flight bookings. It offers Indian travellers a choice of 72,000 hotels, 1,000 cruises and 4,000 popular sights, tours and activities in the world. It also offers destination guides and other travel tools.

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