ixigo.com, one of South Asia’s leading online and mobile travel search engine, launched its first ever campaign last month in a bid to strengthen it’s positioning around ‘know & go’. Encouraging target consumers to use the brand’s website and mobile apps to know about places before planning their travel trips, ixigo launched the ‘patti bandhke’ communication campaign that throws a humourous light on the pitfalls of blindfolded travelling.
The TVC features an over-enthusiastic young boy who resolves to go blindfolded till he visits the Taj Mahal, one of the most popular must-see destination for travellers. The dramatized story of him growing up also sees him diffusing a bomb with his blindfold, amongst other crazy things. When he finally gets a chance to visit the Taj Mahal and open his blindfold, he has grown up to be a young man and the monument is closed as it is a Friday. Heartbroken and shocked, the man reaches heaven to be informed about ixigo, along with a miniature model of the Taj Mahal!
The integrated campaign has employed television, radio, outdoor and print mediums in addition to social media, where the travel portal has been promoting ‘know & go’ informative pieces for the online community, along with engaging contests. The 563K strong Facebook fan base of ixigo have been made aware of little known facts of places and tourist spots with interesting visuals and links to the website. A Twitter contest #Pattibandhke was also promoted through the Facebook page.
The travel search portal has also blended social media and television to create interesting contests with the hahstags #pattibandhke, #bangalorewtihixigo and #nagpurwithixigo. In addition to answering questions, viewers had to spot the ixigo ad on Star Sports, take a picture and share it on Twitter and Facebook using the hashtag.
Q6) Name the palace located in Bangalore, India, was built by Rev. Garrett. #bangalorewithixigo
— ixigo.com (@ixigo) November 2, 2013
‘Patti bandhke’ helps ixigo reach out to travellers and the not-so-frequent travellers and become a useful resource for them. The humourous communication along with informative facts and simple contests on Facebook and Twitter does indeed help the travel search engine to aid in smarter travel plans.