The Laqshya Hyderabad Airport team proposed and executed a unique campaign for Cleartrip – one of India’s leading no-fuss travel portals – at the Hyderabad International Airport by branding the seat backs on the departure tract, in the waiting halls of SHAs ( Security Hold Areas), of both Domestic and International terminals. The campaign used as many as 1200 seat-backs to create a powerful presence for the brand that the passengers cannot afford to miss.
The Cleartrip campaign objective was to promote Cleartrip Mobile which has in recent times become its most successful revenue driver, contributing over 40% traffic and 25-30% transactions. Over this 3 month duration, Cleartrip’s new campaign is expected to create a greater brand recall among business and leisure travellers in the Hyderabad Airport.
It is a common observation that people spend a considerable amount of time sitting in the SHA waiting for their flights to be announced. During this time, mobile phones are big involvement for them. With the added advantage of free Wi-Fi at the airport, Laqshya has created a highly potent solution to accomplish Cleartrip’s campaign objective.
Explaining the thought behind the campaign, Shashi Sinha – Executive Vice President & Business Head, says, “The Laqshya Hyderabad Airport team always creates campaigns that are customised according to the campaign’s stated objective. When Cleartrip therefore required a long term campaign that would guarantee eyeballs, engagement and activity, we needed to develop a plan that would be both impactful and enabling action. By placing their ad message over the seat backs, our aim was to engage and enable passenger-audience with a good trigger and then provide them with sufficient lead time to play with and download the Cleartrip Mobile App. For the first time ever, Laqshya has used the SHA seat-backs for a brand campaign. We believe it will pay a rich dividend.”
Subramanya Sharma, Chief Marketing Officer at Cleartrip opines, “Cleartrip has always been bending boundaries to devise innovative and targeted engagement creating newer benchmarks in advertising. Our branding on over 1200 seats at the beautiful Hyderabad Airport for the award-winning Cleartrip Mobile App, has received tremendous response. With over 2.2 million app downloads already, Cleartrip Mobile is currently the sexiest, most comprehensive travel product available on a mobile phone today. Standing testimony to innovative excellence, this campaign also lauds the efforts of our partners at Laqshya Airport Media, who executed the campaign flawlessly for timely and effective results. Our joint efforts have paid off.”