MagicCircle Communications

Client Brief

The Covid-19 pandemic had hit India, and a lockdown was in effect. The entire travel industry, was in uncharted territory, and in the middle of a crisis like never before. With the easing of lockdown restrictions on the horizon, the need of the hour was to rebuild consumer/traveller confidence.

This is the story of how an idea gave hope to a beleaguered industry, reinforced the leadership credentials of MakeMyTrip, and shored up the Indian traveller’s confidence.

Idea

We reached out to key members of the travel fraternity – hotels, flight carriers, trains, bus & cab partners. While all these industries function as independent entities, for the consumer they are all parts of what makes the 'trip'. So, even one doubtful cog can upset the whole cart. Which is why the need for a unified industry voice was required. To build confidence in the customer. And thus, began a nation-wide safety movement, which brought the entire travel fraternity together on the same platform for the first time.

While the pledge began with leaders of the travel industry, we launched a microsite to enable consumers to be a part of the movement too by asking them to take the pledge to follow all safety precautions when they travel: www.mysafetrippledge.com

Result

222 Million Impressions

Reach: 3.5 Mn –Twitter | 3.1 Mn – YouTube | 24.6 Mn – FB/Insta

Significant Positive Uplift in Travel Sentiment Score: -42% (May 2020) à -29% (Aug 2020)

75K clicks to the pledge microsite

10,600 conversations with consumers with 85% positive sentiment

3.45 lac clicks at a CTR of 0.87% (1.7x avg.) for the MySafety section on the MMT app

MagicCircle Communications

Creative

  1. Gurgaon

Services

Clients

Category Experience

Employees

11-25 Employees

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