Summary
With One Nation Billion Celebrations campaign, we aim to capture the special moments of all the passengers that will become the highlight of our grand celebration. We created a unique experience, across touchpoints for all passengers visiting our airports, our #GatewayToGoodness.
Challenge
This year we overcome a tough challenge – Due to the pandemic, there was little to no interaction of passengers with airports. Our task was to increase passenger interaction, across our airports, by creating memories that increase customer satisfaction. By executing a unifying thought across all our airports, "One Nation Billion Celebrations". In India all of us celebrate festivals with great pomp and joy. Billions of people celebrating various festivals, in a billion different ways. With One Nation Billion Celebrations campaign, we aim to capture the special moments of all the passengers that will become the highlight of our grand celebration. We created a unique experience, across touchpoints for all passengers visiting our airports, our #GatewayToGoodness.
Objective
The canvas of India's culture is vast, filled with all sorts of colours and textures. Every corner of this great nation has its own set of values, traditions, languages, cuisines, and attires. And with that diversity, comes diverse festivals, and billion ways to celebrate them. Here, a festival is not just someone's festival. It's celebrated together, yet differently. With the start to India's festive season with the Navratri festival, 7 Gateways to Goodness Airports – Mumbai, Ahmedabad, Guwahati, Lucknow, Ahmedabad, Thiruvananthapuram and Jaipur come together to connect India in a beautiful 360 degree campaign. ‘One Nation. Billion Celebrations.'
Strategy
The campaign is the first ever Airport related marketing campaign in India to be promoted across mediums and planned to run for the entire festive season, from Navratri (2021) to Holi (2022). Grabbing the attention of travellers and digital audience through innovative flight information display system (FIDS) across all 7 airports. It also includes extensive social media creatives tapping into the festivities across regions as per India's festival calendar. As a part of this campaign, unique events with social coverage catches the pulse of the cultural heartlands. And with an intent to further extend the reach and engage with local audiences, the campaign engages with millennial audiences through airport events, social activations, on-ground sales offers, selfie kiosks and e-mailer marketing.
Data
The campaign was a huge success. With 1,25,38,945 impressions across our social media handles. There was an increase in passenger interactions with installations displayed at the airport. Mumbai, Ahmedabad, Lucknow & Mangaluru International Airport had #OneNationBillionCelebrations installations set up, where passengers were witnessed clicking pictures. Passengers also engaged in different ONBC activities such as Khavda pottery, Mata ni pachedi, Warli Art, Kaavi Art, Mandala painting and more. The 3 new airports Guwahati, Jaipur and Thiruvananthapuram had the exterior lit up at the onset of Navratri and date of commissioning. Total reach on social media clocked at 10,331,114 which led to a substantial increase in content shared by our followers using our tag #OneNationBillionCelebrations. We also received PR coverage in major publications across the nation. Employees received #OneNationBillionCelebration masks & badges to tie them to our grand celebrations. The offices were decked up with selfie booths, danglers, coasters and Diwali decor. Our social media film was a huge success garnering 53,66,987 views for the thematic film on social media. With average engagement reaching to 70%. Views on our website increased by 53,66,987 (5.3M+). During this period, the website visits were 5946.
Solution
With the help of passengers travelling across India, we were able to showcase stunning content of festive celebrations on our social handles, for the whole nation to admire. Leading to an increase in customer confidence and appreciation towards airport operations and air travel.
Results
India just crossed 1 billion vaccinations and the economy is back on the path of recovery. People who are vaccinated are travelling and getting together with their loved ones as the festivities take over. While airports are just a transactional medium for travellers, our campaign helped make a shift in become a unique experiential medium for each one of them. This campaign helped us redefine a consumer-centric, robust, customized and digitalized marketing strategy that reached the hearts and masses of our country while adhering to safe travel and following COVID guidelines.
