Expedia rolls out its first 360 degree Ad Campaign in India
Plans to spend Rs 55-60cr to augment brand recall to top 3 by 2012
Expedia, the world’s largest online travel company, has announced the launch its first ever 360 degree advertising campaign including TV commercials in India. Conceptualized by India’s leading advertising firm, Lowe Lintas, the campaign centers focuses on ‘Expedia- one word for travel’, a brand name that works as a binding factor for travelers globally. The campaign has been rolled out nationally across print, digital, radio and television mediums. The advertisements will also be screened at about 150 leading cineplexes in the country.
“The campaign is designed keeping in mind the travel proposition offered by Expedia to consumers in India and globally” said Mr. Manmeet Ahluwalia, Head – Marketing, Expedia India. “The new is designed keeping in mind the travel proposition offered by Expedia to consumers in India and globally, creatively positioning Expedia as a brand that is trusted by 31 million consumers globally for the best travel deals. Infact, the tenor of the ad campaign has been kept real consciously right from the situations to the models used to drive a deeper connect. We believe this campaign will help us significantly increase the brand recall to get into the top 3 OTAs that our consumers consider before buying travel.”
“Following the brand launch in India last year, we spent over Rs. 25 crores purely on local marketing initiatives and experienced a growth of 200% in the business. This year, with a marketing spend of Rs 55-60cr and an aggressive campaign, we are expecting to substantially increase our market share in the segment” he added.
During the campaign, the company will also be strongly engaging with the blogger community. They have invited article on travel experience and the bloggers sending top 5 entries will get a chance to visit 5 destinations across continents, including London, Sydney, Bellevue, Tokyo & Singapore to experience Expedia’s global presence and scale.
The company has also simulataneously launched compelling offers for the approaching summer holiday season, including packages to South East Asia starting at Rs 8495 (airfare+3N4D stay)and upto 50% sale on hotels in India.
Expedia’s distinctive booking experience provides users with thousands of independent reviews from fellow travellers and the opportunity to use travel-simplifying features such as maps, weather forecasts and 360 degree virtual tours of hotels. Its comprehensive inventory features more than 145,000 hotels, 438 flights and 5, 000 holiday activities and attractions from across the world.
AirAsiaExpedia is the joint venture company between the world's leading online travel company, Expedia Inc. and the world's best low cost airline, AirAsia. Headquartered in Singapore, AirAsiaExpedia operates Expedia’s businesses in India, Japan, Southeast Asia and East Asian markets and the AirAsiaGo.com business across Asia.
In India, AirAsiaExpedia operates Expedia.co.in, a full service business helping Indian travellers plan and book their travel by offering them a comprehensive inventory of hotel accommodation, flights and tourist attractions from across the world.. In addition, Expedia also has hotel-only sites operating in Malaysia, Indonesia, Thailand, Philippines, Hong Kong and Korea, along with its established businesses in Singapore and Japan. Its comprehensive inventory features more than 145,000 hotels, and 5, 000 holiday activities and attractions from across the world.
For more information, please contact:
Beedisha Chakrabarti/ Swati Guwalani/ Saba Sinha
+91 9899003192/ +91 9873220117/ +91 9810976439