Travelocity.co.in launches Explorekaro.com microsite

Televisionpoint.com Correspondent | Mumbai
Travelocity.co.in, the Indian arm of the US-based online travel agency (OTA) Travelocity.com, has launched a microsite called Explorekaro.com. The site is aimed at engaging travellers and offers information about offbeat destinations in India and abroad.

Himanshu Singh, managing director, Travelocity India, says, "The microsite will be the permanent property of Travelocity.co.in and it will be used as a platform on which users will generate the content. The microsite is running a user-generated content contest in which users can upload their holiday photographs and win prizes."

Apart from launching the microsite, the OTA is all set to launch an integrated marketing campaign utilising TV, print, radio and online. Interactive Avenues, a digital agency, has conceptualised and created both the offline and online campaigns.

A 15-second TV commercial will be aired on major TV channels such as Discovery, HBO, NDTV Profit and NDTV 24x7. Both Explorekaro and Travelocity will be promoted through search marketing and banner advertising across major portals such as Yahoo.com, Rediff.com and through email marketing.

Singh says, "The objective behind launching our marketing campaign is to build a strong association between Travelocity and international travel, inform consumers about various travel-related offers and direct them to Travelocity.co.in."