Expedia set to spend Rs 55-60 cr to augment brand recall; rolls out 360 degree Ad Campaign in India

Expedia, the world's largest online travel company, has announced the launch its first ever 360 degree advertising campaign including TV commercials in India. Conceptualized by India's leading advertising firm, Lowe Lintas, the campaign centers focuses on "Expedia- one word for travel', a brand name that works as a binding factor for travelers globally. The campaign has been rolled out nationally across print, digital, radio and television mediums. The advertisements will also be screened at about 150 leading cineplexes in the country.

"The campaign is designed keeping in mind the travel proposition offered by Expedia to consumers in India and globally" said Mr. Manmeet Ahluwalia, Head ' Marketing, Expedia India. "The new is designed keeping in mind the travel proposition offered by Expedia to consumers in India and globally, creatively positioning Expedia as a brand that is trusted by 31 million consumers globally for the best travel deals. Infact, the tenor of the ad campaign has been kept real consciously right from the situations to the models used to drive a deeper connect. We believe this campaign will help us significantly increase the brand recall to get into the top 3 OTAs that our consumers consider before buying travel."

"Following the brand launch in India last year, we spent over Rs. 25 crores purely on local marketing initiatives and experienced a growth of 200% in the business. This year, with a marketing spend of Rs 55-60cr and an aggressive campaign, we are expecting to substantially increase our market share in the segment" he added.

Expedia's distinctive booking experience provides users with thousands of independent reviews from fellow travellers and the opportunity to use travel-simplifying features such as maps, weather forecasts and 360 degree virtual tours of hotels. Its comprehensive inventory features more than 145,000 hotels, 438 flights and 5, 000 holiday activities and attractions from across the world.