Summary
Family Premier League - A celebration of every kind of family holiday with the cricketing families of India.
Challenge
The sentiment around travel & holidaying was at an all -time low due to Covid 19 How do we get travel & holidays "top of mind" among our customers post unlocking of restrictions Connect & engage with our customers & bring back the joy related to holidays
Objective
Brand Engagement – Create a unique Brand IP that celebrates the different holiday personas & leverage the popularity of IPL / Cricket for increased engagement To create a channel of interaction with prospects by an engaging activity resulting in lead generation to support business growth post COVID To bring back the the nostalgia & joy of family holidays with an element of competition
Strategy
A celebration of every kind of family holiday with the cricketing families of India. We have 8 teams that represented holiday personas; Beach Indians, Kings of Adventure, Mountain Super Kings, Wildlife Challengers, The Family Royals, The Sunrise Chasers, The Capital Foodies and The Roadtrip Riders. Each cricketing family was the face of 1-holiday team of the FPL. We invited prospects and members to select one of the teams that best represented their kind of family holiday and share their holiday photo on the campaign microsite to get a chance to win a free holiday with Club Mahindra across their 60+ resorts in India.
Data
Huge growth in different types / theme of holidays taken by Indian Travellers
Solution
"Club Mahindra understands how families have varied preferences for their holidays, from beaches to adventure, wildlife to road trips and mountains to culinary experiences, and more! Thus, we have curated The Family Premiere League Campaign as we are the only brand that can cater to every kind of holiday experience with our varied destinations and hospitality that we provide at our resort."
Results
Unique Leads- 15000+ Positive Mentions- 6600 Total Engagements- 7.5Mn+ Website Visits- 75K+ Total Views- 6Mn+
