Online travel company MakeMyTrip.com has launched a new communication strategy with a new tagline, ‘Memories Unlimited’ which has been integrated in the company’s logo and will be featured in all future communication initiatives. The launch is also supported by a new Television Commercial (TVC) that has been on-air from the first week of April, 2011.
Talking about the new communication strategy, Mohit Gupta, chief marketing officer, MakeMyTrip.com said, “The central brand proposition for the new brand campaign is aptly captured by our new brand descriptor, ‘Memories Unlimited’. With this campaign, MakeMyTrip will reinforce its promise to deliver unlimited deals, destinations and holidays that will create unforgettable experiences for our customers. The centre piece of this campaign is our new TV commercial. We have retained the humorous and young tonality that our ads have always carried.”
The TVC’s plot revolves around a man who has lost his memory and is being coaxed by his family members and doctor to remember something from his past. While he tries to remember his past, all that flashes in his mind are memories of enjoyable trips and holidays he has taken around the world. The man does not recognise his family members but the only name that comes to his mind is MakeMyTrip. The TVC has been conceptualised by Euro RSCG.
“We travel for the ‘experience.’ A great experience means great everlasting memories. What is as fun as your holiday is diving into your travel photo albums for the rest of your life. And reliving each photo for its great moment, laughing, giggling, pulling each other’s legs. The new campaign builds on MakeMyTrip’s reputation for best holiday packages at great prices and adds the benefit of wonderful, unforgettable memories,” Satbir Singh, managing partner and chief creative officer, Euro RSCG, has said.