The US-based online travel agency (OTA) Travelocity.co.in started its Indian operations in 2007.
It has now launched a microsite called Explorekaro.com which is aimed at engaging travellers and offers information about offbeat destinations in India and abroad. The microsite is running a user-generated content contest in which users can upload their holiday photographs and win prizes.
In an official communiqué, Himanshu Singh, managing director, Travelocity India, says, “The microsite will be the permanent property of Travelocity.co.in and it will be used as a platform on which users will generate the content.”
The OTA is all set to launch an integrated marketing campaign utilising TV, print, radio and online. Both the offline and online campaigns have been conceptualised and created by Interactive Avenues, a digital agency.
A 15-second TV commercial will be aired on major TV channels such as Discovery, HBO, NDTV Profit and NDTV 24×7. The film opens on a photograph of a typical middle class couple in their late 20s, shown on Photoshop software. The details of the photo, including the background and the clothes and accessories the couple are wearing change with each click of the mouse, which gives the impression of changing landscapes.
The camera then pulls back to reveal the computer monitor and the cursor minimises the screen. Viewers are asked to log on to Travelocity.co.in for real travel adventures.
Both Explorekaro and Travelocity will be promoted through email marketing as well search marketing and banner advertising across major portals such as Yahoo.com and Rediff.com.
Singh explains, “The objective behind launching our marketing campaign is to build a strong association between Travelocity and international travel, inform consumers about various travel-related offers and direct them to Travelocity.co.in. We will spend around 60 per cent of our advertising budget in the online space