The Campaign

Like any other capital city in the world, Delhi has places that are favourite haunts for travellers. These places attract large crowds any and every given day and a visit to the city is considered incomplete if one has not seen these places. Some of these places look similar to other monuments in other parts of the world. The Lotus Temple in Delhi looks similar to Opera House in Sydney. The India Gate looks similar to Arc de Triomphe in Paris and Qutub Minar looks similar to Leaning Tower of Pisa. We used this insight in our creative and created postcards where we featured one of these international monuments and the Indian monument in a 'star burst’ - the universally known symbol for sale price, effectively communicating that one could now afford to see an international destination for the money one would have spent travelling to Delhi.

Creative Execution

Implementation: We distributed these picture post cards at places of tourist interest. At each monument a separate post card was distributed and communicated who they could have been looking at a similar monument in a foreign country. Timeline: The activity was carried out for a month. Placement: Post card distribution. Scale: We reached out to 75 thousand people during this one month long activity.

Results

Business impact – sales, donations, site traffic: Site traffic went up by 12%. International destinations search statistics peaked to 146% as a result of this activity. Response Rate: We believe the true impact of this activity will be seen in the next holiday season since we spoke to people post their holiday decision had been made. But we nevertheless left them an unforgettable message. We believe people we reached out to are bound to check international holiday options next time they plan a holiday. Change in behaviour: We brought International holiday within the consideration set of our audience.

We believe we have attempted a first of its kind direct mailer in travel and hospitality domain. We caught the audience in the moment. And we took them by surprise. We believe the thought of travelling to an international destination next time they think of a holiday would have stayed with them, thanks to this exercise.

Data Gathering: It's a well known fact that travellers who visit Delhi, visit the 'must visit’ places like India Gate, Lotus Temple and Qutub Minar. Our activity was carried out here. We handed out our DM to people asking where they had come from so as to target only those people who had come from outside Delhi, which is the largest part of the crowd at such places. Target audience : We managed to narrow cast our TG greatly by carrying out this activity in this fashion. We were present at tourist places that attract travellers from outside Delhi. These were the exact people we wanted to communicate with about our international low fare flights. Approach: Meet people and present them with a moment of truth. We effectively communicated, you are here when you could have been outside India for the same money you spent coming here.