MUMBAI: India’s leading online travel company, Goibibo has launched its ‘Travel Cash Fest’ campaign by signing up with two of the most popular IPL teams, Kolkata Knight Riders (KKR) & Royal Challengers Bangalore (RCB) for the 2019 season.
Linking the thrill of cricket with travel, the campaign is set to feature Goibibo brand ambassador and Indian film actress Deepika Padukone, film actor and KKR co-owner Shahrukh Khan and RCB captain Virat Kohli, giving it an unmatched powerful celebrity pull.
The campaign is an extension of last year’s successful summer campaign during IPL, aiming to take it to an even grander scale by signing up with two IPL teams instead of one. The inclusion of Super Matches & Super Days as part of this campaign will give an even higher opportunity for customers to win ‘Travel Cash’ on the Goibibo App.
Taking the offering a notch higher, the campaign will also provide the option of purchase of the Goibibo pass, in case the user does not have immediate travel plan in mind and wants to preserve travel cash from expiring. The pass can be used to get room nights, flight meals, hotel upgrades, insurance and more over a period of one year.
Goibibo CMO Saujanya Shrivastava stated: “At Goibibo, we have gone beyond the staid sponsorship association to bring out a winning proposition that will entertain, engage and give an opportunity to earn Travel Cash in a captivating gaming format. Innovative product like Goibibo pass will further whet the appetite of travellers as they play and win for new milestones. While celebrating the game India loves, the campaign will not just spur but also reward travel aspirations of a young India on the move.”
Magic Circle MD Hemant Misra added: “Using the ammunition of multiple celebrities in a meaningful and engaging way to present the travel cash construct on Goibibo made the challenge for us even greater this time. While rivalry has been used often in cricketing context, we spun it around to a rivalry that works at scoring more not simply to win the match but to win travel cash. The storyline built an electrifying chemistry between the celebrities and we are looking forward to see the viewers gaming for travel cash this IPL as they enjoy these top teams compete.”
To win during the Travel Cash Fest, consumers will have to keep their Goibibo App open while the match is on to get a chance to earn while enjoying the IPL game. Goibibo’s new high-decibel campaign aims to driving real-time engagement amongst fans between the game and their travel rewards.
The 360-degree marketing campaign has been conceptualized and executed by Magic Circle, the Gurugram-based ad agency formed in 2018. It includes a series of TVCs which will run for eight weeks across high-impact genres like IPL, GECs, HD channels, movie, news and regional channels.
