Travelocity India has launched a 360 degree advertising
campaign aimed to ingratiate the company in everyday speech and to link
Travelocity with the idea of travel. The ads feature Travelocity India’s lowest
price guarantee to different cities in a playful use of language where London
is described as ‘olympiocity’ and Mumbai as ‘vadapavocity’. The creative agency
behind this campaign is Crave, London and the media agency is Mindshare.
According to a study conducted by Travelocity India, an
average online buyer visits three to four sites to compare rates before
actually buying. Keeping this in mind, Travelocity India launched a tool that
informs the customers of all the best fares available on a single page itself,
including those from other online travel agents and airline websites. Keeping
customer centricity in mind, Travelocity.co.in will actually take the customer
to the site which features the lowest rate, to complete the transaction.
Speaking about the campaign, Paul McManus, CEO, Crave says,
“Travelocity’s offer is unique. We wanted to give them a campaign that
reflected this uniqueness. The ‘Language of Travel’ will allow Travelocity to
enter the day-to-day language of its customers and own the travel space in
their minds. It is engaging & intelligent and it invites customer
Rohinton Commissariat, head, marketing, Travelocity
India, said, “Our marketing and communication objectives were clearly mapped.
We are thrilled with the creative interpretation that Crave has evolved. With
this campaign, the Travelocity brand should move up smartly in the
consideration mind-set. Apart from being memorable and involving the promise is