Travel services portals Expedia.com and Yatra.com are loosening their purse strings with close to Rs 100 crore being earmarked to be spent on advertising and marketing campaigns in India this year. While Expedia said it will spend Rs 60 crore this year, Yatra has set aside Rs 30 crore apart from roping in ZenithOptimedia as media planning and buying agency, according to a report by PTI.
In a bid to woo Indian customers after its entry in India last year, Expedia has launched a 360 degree campaign — One word for travel. “We have a plan to spend up to Rs 60 crore on marketing on Expedia.com this year,” said Manmeet Ahluwalia, Marketing Head, Expedia India. Last year the firm had launched an outdoor campaign, ‘Big Daddy of Online travel’, to announce its official entry in India. The company had spent around Rs 25 crore on the same.
“After we announced the official launch of Expedia in India last year backed by the campaign, the total revenue increased by around 200 per cent in 2011 compared to 2010,” he said. “By the end of this year, we want to be one of the top three travel brands in terms of consumer recall,” he added.
Yatra.Com, on the other hand, said it is intensifying focus on marketing communication this year. “As a company, we are increasing our focus on marketing and communication,” said Pratik Mazumder, Head Marketing and Strategic Alliance, Yatra.com. Yatra.Com is looking at an approximate marketing budget of Rs 30 crore for the year to bring forth a strong and pervasive brand communication plan, it said.
In a bid to woo Indian customers after its entry in India last year, Expedia has launched a 360 degree campaign — One word for travel. “We have a plan to spend up to Rs 60 crore on marketing on Expedia.com this year,” said Manmeet Ahluwalia, Marketing Head, Expedia India. Last year the firm had launched an outdoor campaign, ‘Big Daddy of Online travel’, to announce its official entry in India. The company had spent around Rs 25 crore on the same.
“After we announced the official launch of Expedia in India last year backed by the campaign, the total revenue increased by around 200 per cent in 2011 compared to 2010,” he said. “By the end of this year, we want to be one of the top three travel brands in terms of consumer recall,” he added.
Yatra.Com, on the other hand, said it is intensifying focus on marketing communication this year. “As a company, we are increasing our focus on marketing and communication,” said Pratik Mazumder, Head Marketing and Strategic Alliance, Yatra.com. Yatra.Com is looking at an approximate marketing budget of Rs 30 crore for the year to bring forth a strong and pervasive brand communication plan, it said.
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