Categories Name : COMMUNICATION

Sub-Category : Best Use of Print

Entry Name (Campaign) : MakeMyTrip’s – Travellers map of India

Results

Execution The MakeMyTrip and Ministry of Tourism campaign, aimed at promoting India's lesser-known destinations, unfolded with a strategic and multifaceted execution: Artistic Print Ad with QR Code: The launch involved an eye-catching print advertisement that encapsulated India's diverse landscapes and cultural richness. Central to this ad was an innovative QR code, acting as a digital portal for deeper exploration. The Traveler's Map of India Microsite: Scanning the QR code redirected users to a specially designed microsite, "Traveler’s Map of India".
This platform was not just a map but a treasure trove of over 600 unexplored destinations, each backed by real traveller experiences and recommendations gathered from MakeMyTrip’s extensive user base. Interactive Experience: The microsite provided a highly interactive and engaging user experience. Visitors could explore various hidden gems, gain insights about them, and even initiate travel plans. This interactivity was crucial for enhancing user engagement and interest. Social Media Integration: The campaign leveraged social media platforms to amplify reach and engagement.
Official hashtags were used to track conversations, shares, and overall social media impact. Results High Engagement Levels: The number of QR code scans exceeded expectations, indicating strong interest and engagement from the target audience.
This initial engagement was a vital indicator of the campaign's reach and effectiveness. Increased Awareness: Social media metrics showed significant traction. The campaign's hashtags became trending topics, with substantial shares, likes, and mentions, illustrating heightened awareness and curiosity about India's lesser-known destinations. Surge in Website Traffic: The microsite experienced a remarkable increase in traffic, reflecting the successful redirection of audiences from the print ad to the digital platform.
Active User Interaction: Metrics from the microsite showed extensive interaction. Users spent considerable time exploring different destinations, indicating effective engagement and a genuine interest in discovering new places. Positive Conversion Rates: A notable metric was the