Expedia starts new Indian brand campaign
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Expedia.co.in has launched a new brand campaign in India. The “Big Daddy of Online travel” campaign, which started on 12 February 2011, will showcase Expedia’s suite of products to the Indian consumer.
As part of this launch, Expedia will be spending up to INR25 crore on marketing and branding activities, along with its special introductory offer of ‘Zero Expedia fee’ for the Indian consumer, enabling customers to change or cancel bookings made via Expedia without incurring any fees or charges.
Dan Lynn, Managing Director of Expedia APAC, said; “It’s time for Expedia to say hello to more Indian customers, and introduce our fantastic range of great value products, our easy to use website, and the security and professionalism of booking with the World’s Largest Online Travel Company. We have spent the last two years really understanding how Indians want to book and travel, and are excited today to be offering our “Zero Expedia Fee” offer as we launch our brand campaign. Not only will the Indian traveler get the security of booking with the World’s Largest Online Travel Company, but they’ll also get a cheaper way to book online travel than ever before!
“As the Big Daddy of online travel, handling over 31 million transactions, we are not only in the unique position to provide our customers with the widest range of great value travel options, but are the only site who can give them the reassurance of a worldwide network supporting them through their travel. We expect this brand launch to result in an increase of over 150% shoppers on Expedia.co.in over the coming year.”
As a prelude to this launch, Expedia also conducted a consumer segmentation study to understand the Indian traveller base and its needs. A psychographic analysis of consumer attitudes towards travel, the study broke up the Indian traveller into the family focused recreational traveller, the cautiously independent experimental traveller and the extremely adventurous experiential traveller. Expedia has decided to target the Experimental and Experiential traveler in India which contributes to 65% of the market.
Elaborating on the brand launch, Manmeet Ahluwalia, Marketing Head, Expedia.co.in, said; “The brand launch will see us focusing on the needs of the Experimental and Experiential Indian travellers. This includes an evolving group of travellers who like more control over their itinerary, exercising the power of personalizing their own trips; from choosing their flights, to deciding the duration of travel, hotels as well as the holiday experiences that they feel are relevant to them. Our ‘Build Your Trip’ packages provide all this and much more including best in class pricing, and the widest choice of inventory.”
Expedia will offers permanent travel tools – ‘Big Daddy’s, Big Deals’ – throughout the year. These offer discounts for domestic or international travel, in the form of 72-hour sales, last-minute deals and seasonal promotions.
For the first phase of the brand launch, Expedia will conduct print, outdoor and online marketing activities in Delhi, Hyderabad, Mumbai and Bengaluru. The company will be using distinctive branding like 3D billboards, airport activations, placements on radio cabs and Volvo bus wraps, as well as advertising on a host of websites visited by the Experimental and Experiential traveller.
Expedia currently commands the largest share of international travellers coming into India through any online travel portal.
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