2. TheContext
Travel portals are becoming increasingly commoditized. Consumers
might have a preferred airline or a hotel, but when it comes to booking
their tickets, they simply look for the site with the cheapest deal.
When every travel portal is offering similar fares, packages and
discounts, why should the customer be loyal to any one brand?
What's the difference between a Travelocity, MakeMyTrip
or Cleartrip for him?
They have all become just bookmarks, without any emotional connect
with the consumer.
3. TheObjectives
1. To create a launchpad for Travelocity. By building a brand that's
distinct from the airlines & hotels associated with it. By creating
brand preference that goes beyond just cheap tickets and great
deals.
2. To demonstrate Travelocity's core strength - expertise in
organizing trouble-free trips, with a well-managed itinerary.
In other words, making travel simple and enjoyable for everyone.
4. Let's not talk
let's do.
Let's not create a fancy ad
let's create rich content.
Let's not buy media
let's make news.
Let's go from a bookmark
to a soulmark.
Howdowedothis?
7. DreamItinerary
Step 1 - Selecting the children
10 underprivileged children will be chosen from across India
– they could be homeless, from slums, or from small orphanages.
Step 2 - Tackling the paperwork
Passports and visas will be prepared for the selected children and
their parents. A Travelocity executive will handle all the formalities and
meetings with government staff. He will also get filming and other
permissions from the various flights they'll be taking, hotels they will
be staying at, and the places they will be visiting.
8. DreamItinerary
Step 3 - Prepping the travelers
The children will be bought clothes, shoes and other items they will
need during their dream journey. And presented with brand new travel
bags (with Travelocity branding) to pack all their new luggage in.
Step 4 - Making the journey
The children and their parents will be flown to Disneyland, California;
Hollywood, Los Angeles; Eiffel Tower, Paris; Buckingham Palace,
London; Forbidden City, Beijing; Great Wall, China; Legoland,
Germany; Great Barrier Reef, Australia. The entire trip will last 2
weeks.
9. The entire activity, from selecting the children to welcoming
them back home, has immense potential as riveting content.
This trip will do more than just give these children a break from
their real lives - it'll broaden their horizons, both literally
and figuratively. And the world will want to watch.
And will love to watch.
RichContent
10. The children's experiences from day 1 will be shared
through videos, photos and journals. Every day will be an
episode that the children will remember, and the world will
discuss.
RichContent
11. Even with zero
media spend, this
human interest story
is sure to get a lot of
coverage from the
press.
12. Even with zero
media spend, this
human interest story
is sure to get a lot of
coverage from the
press.
13. Unlike advertising, nothing will be scripted here.
What the world will see, is the sheer joy of travel
through these children's eyes. Like postcards sent
by the kids to their friends back home, describing
their experience in their own words.
14. In the end, all the footage captured will be used to create a
documentary titled 'Wings of Hope'. And subsequently
packaged and distributed on several mediums.
Photographs from the children’s adventure can also be
collected as a photo journal - distributed in coffee shops
and malls, and even made available in bookstores.
15. Wings of Hope will give Travelocity a largeness that no
other brand in the category has. And by organizing the
perfect trip for children who live on the fringes of society,
Travelocity will prove that it can do much more for its
customers.
Most importantly, Wings of Hope will remind people of the
magic of travel, when you have someone like Travelocity
to simplify it for you.
ThePayoff
16. Wings of Hope has the potential to be a yearly activity,
co-sponsored by airline, hotel and luggage brands.
In addition, Travelocity can set up a charitable trust
with a mission to broaden street children's horizons,
by organizing national & international trips,
schooling programs and much more.
TheAmbition
