{"id":4182,"date":"2017-06-18T13:32:47","date_gmt":"2017-06-18T13:32:47","guid":{"rendered":"http:\/\/pulseonline.co\/?page_id=4182"},"modified":"2017-07-20T14:01:16","modified_gmt":"2017-07-20T14:01:16","slug":"a-unique-marketing-campaign-traveltoknow-traveltonorth-east","status":"publish","type":"page","link":"http:\/\/pulseonline.co\/index.php\/a-unique-marketing-campaign-traveltoknow-traveltonorth-east\/","title":{"rendered":"A Unique Marketing Campaign – #TravelToKnow, #TravelToNorth-east"},"content":{"rendered":"

As part of a novel marketing initiative, with an intent to create conversations on social media, Team Marketing launched a viral campaign in the first week of April 2017, comprising of 2 videos with a boy and girl respectively from the North-East, whose faces had been turned upside down. The camera pulls then out and we hear a voice-over, as the visual turns to normal. The films end with the line \u2013 \u2018Turn what you know around\u2019 and then introduces a travel package from Thomas Cook India. With a really catchy and thought provoking simple script, the campaign addresses the on-going issue that many Indian travellers face \u2013 misconceptions about the\u00a0 North-East being an unsafe area for tourists to go and visit.<\/span><\/p>\n

We welcomed the challenge to remove the myths about the North-Eastern state being a Maoist region. Our intention behind the 2 advertisements was to break mental barriers and generate genuine interest in the minds of our customers to look at the North-Eastern region as a beautiful destination worth exploring; also removing the hostility and unfamiliarity around the destination. We were keen to address the issue as a travel company and explore the task of introducing the North-East in such a way that it would generate genuine interest in the hearts and minds of Indian travellers.<\/span><\/p>\n

Given the present travel market, it is time people took notice and showed an inclination to travel to destinations with a strong cultural heritage. Our endeavour was focussed on conceptualizing a project that could give out key messages to audiences, inspiring them to re-consider their long-held\u00a0 notions or cultural stereotypes about this region. Our team’s efforts paid off and we witnessed a positive response from potential consumers. We used social media channels like Facebook, Twitter and You Tube\u00a0 to get our message out there, and also sent out a digital press release to several media publications\/portals.<\/span><\/p>\n

Apart from garnering coverage in publications like Business World, Outlook Business, Mint & Exchange4media, our campaign was trending on Twitter and saw a very positive response across social media channels like You Tube and Facebook.\u00a0The 2 films garnered a total of 6 Lakh views on You Tube alone and close to 15 Lakh views on our Facebook page. We were also trending on Twitter for 2 days in a row with hashtags #Traveltoknow & #Traveltonorth-east. Our campaign garnered a total of 4,330 mentions on Twitter as well. We were elated to see our efforts paying\u00a0 off and the results speak for themselves.<\/span><\/p>\n

For more information, be sure to like and follow Thomas Cook India on Facebook, Twitter & You Tube.<\/span><\/p>\n

Do click on the links below, scroll down and see the poignant message in our special North East India Video.<\/span><\/strong><\/p>\n

https:\/\/www.facebook.com\/ThomasCookIndiaLimited<\/a><\/span><\/p>\n

https:\/\/www.youtube.com\/user\/ThomasCookIndiaLtd<\/a><\/span><\/p>\n

https:\/\/twitter.com\/thomascookindia<\/a><\/span><\/p>\n

—<\/span>Avinash<\/span> Janjire–
\n<\/span><\/strong>Vice President – Marketing<\/span><\/p>\n