Summary
Headline: Happy holidays, happy kids. The campaign was conceived to send a message to the parents that holidays create memorable family time. The other thing which the campaign wanted to address was that when kids travel more the more they learn.
Challenge
To build desire for the brand by harping on the innocent persuasive power of the children.
Objective
Post Covid there has been a cacophony in the travel and tourism industry because of revenge tourism. To address the relevant set of consumers by utilising the innocent persuasive power of kids. Because most of the brand discovery in our category happens through membership push category.
Strategy
We leveraged the Cricket Asia Cup & Cricket World Cup, 2023 to seed in our brand through a series of films and an impactful 360 degree integrated marketing campaign.
Data
Decisions in families across india are more and more being influenced by kids. Therefore, we based our campaign on the persuasive power of kids.
Solution
Results
TOMA increased by 9% SPONT increased by 3% Organic website traffic increased by 20% Brand search went up by 15% Aided Awareness increased 57% to 67%
