Expedia rolls out its latest Ad Campaign in India

The best memories in our lives are associated with being on a vacation. Vacations help us rejuvenate from our juggling lives and therefore are a big responsibility for those help us plan it. With a similar ideology at heart, Expedia has announced the launch of its latest advertising campaign in India.

Conceptualized by its creative agency, Lowe Lintas, the campaign brings together Expedia’s product proposition ‘world’s largest online travel company’ and the evolving trends of the Indian traveler. Today, the Indian traveler wants customized, personalized travelling and wants to integrate many intimate nuances and needs. More and more Indians are now evolving on how they look at vacations, with families being open to off the beaten track destinations. they are more curious, less conventional and want to experience more than just the journey. Indian traveler is now more discerning and exigent.

Keeping this change and evolution in mind, Expedia’s latest campaign, ‘what’s your hotel type’ aims at positioning Expedia as the one stop shop for every and any kind of traveler, that too in the budgets they are looking for. With a hotel inventory of more than 2,60,000 hotels worldwide, Expedia takes its positioning of offering the best deals in hotels forward and promises to address the varied travel needs of all consumers.

As Shayondeep Pal, Group Creative Director, Lowe Lintas adds, ‘The idea stemmed from the fact we all have our favourite vacation spots. We also associate those vacation spots with the hotels we've stayed in. That red-roof cottage in the hills. Or the secluded bungalow on the beach. So it was a simple connection. Whatever is your hotel type, you get it all with a guaranteed discount. Essentially a tactical message based on a simple travel insight. Also, we chose the illustration style basis a very simple observation. People are generally happy when they travel. So we deliberately kept the colours bright and solid. Also, we attempted a jingle approach in the track.’

Manmeet Ahluwalia, Head - Marketing, Expedia India said, “From our experience in the Indian market, we have observed that more and more Indian travellers are shifting online and do their research well to find the most affordable deals on hotel bookings since there is a little negotiation on flight prices. The money that is saved here, they like to spend on shopping or consuming experiences like spa, theme parks and casinos. Some of them also extend their hotel stay to have a longer holiday while some upgrade their hotel category within the same budget”.

“We wanted to create a fun commercial that is timeless and hence decided to do an animation this time. We felt it was the perfect medium to convey Expedia’s proposition that whatever be the type, the consumer will find what they need, in their budget at Expedia.co.in. Besides, the animation also helped us in expressing the message effortlessly the way we envisaged it, without having to go through the trouble of searching for the perfect location, actors or shots”.

“The campaign is designed keeping in mind these travel needs, where in Expedia being a strong global player, is in a position to offer huge discounts on hotels and thus enabling the travelers to spend less and experience more during their holiday”, he added.

Expedia.co.in has witnessed a triple digit growth in transactions over the last year and is all set to capture a larger share of the Indian traveler pie in 2014. This year, with marketing outlay of 50 crore, the brand is focused on further strengthening its position in the Indian market. Its comprehensive inventory offers the widest choice with more than 260,000 hotels, over 438 airlines and 7,500 holiday activities and attractions from across the world.


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