Yatra.com Outdoor, Design & Branding TYRE TRACKS by TBWA\ India


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Industry Travel Agencies, Tour Operators & Travel Services
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding
Market India
Agency TBWA\ India
Released January 2012

Credits & Description

Category: Posters
Advertiser: YATRA ONLINE
Product/Service: YATRA.COM
National Creative Director: Rahul Sengupta (TBWA\India)
Creative Director: Rishi Chanana (TBWA\India)
Art Director: Rishi Chanana (TBWA\India)
Designer: Rishi Chanana (TBWA\India)
Copywriter: Rishi Chanana (TBWA\India)
Illustrator: Rishi Chanana (TBWA\India)
Copywriter: Shagun Seda (TBWA\India)
Media placement: Display Posters, In-Store Poster & Promotional Posters - Yatra.com Lounges, Yatra Retail Offices, Airport Lounges. - 27th January, 2012
Describe the brief from the client
As one of the leading players in the online air-travel booking services market, Yatra.com has now forayed into road-travel with bus/ car rentals and packages. The client wanted to announce that the most trusted airline travel brand in India is now also a one-stop-shop for road travel related services.
Describe the challenges and key objectives
What's out of sight is out of mind. The challenge is to remind Yatra customers that Yatra.com is not only meant for air travel bookings but also comes with road travel packages. So that they can consider yatra.com when they plan their weekend getaways, and other road trips across the country.
Describe how you arrived at the final design
In India, Yatra.com is almost synonymous with all air travel related services. We took cues from air travel to design this poster, with hundreds of airplane icons uniting to create impactful marks of tyre tracks. The message was clear that Yatra.com now deals with road travel packages also.
Give some indication of how successful the outcome was in the market
Within a short span of time, road travel related enquiries and bookings increased adding to Yatra.com’s volume of over 10,000 tickets and 600 rooms a day.