AD-O-HOLIC X

Explore the Unexplored

There was nowhere to go but everywhere, so just keep rolling under the stars.

Jack Kerouac

Travelling has fascinated us human beings since time immemorial. Today with the rise of varied kinds of media, our blue planet has virtually shrunk

to a blue dot, though obviously not a pale one. No place is out of reach, no destination is out of bounds and each one of us is filled with immense

wanderlust.

TRAVEL INDUSTRY: EPOCH OF A WANDERER

Times have changed and so have the traditional travel myths. With awareness about places reaching out to more and more people, the world has literally

become a smaller place. The known tourist destinations can no longer keep the growing interests of travelers at bay and this has instilled in them a

thirst of exploring unknown and little known getaways. The travel and tourism industry is utilizing this thirst to expand into lesser known countries.

This industry is forecasted to grow at a rate of 3.7%, which is surprisingly more than the global economic growth forecast of 2.9%. (Source: ibef.org)

The strategy of exploring unchartered territories is beneficial in many ways. The main factors are:

The unexplored market The low penetration of tourism in these areas guarantees a high business potential.

The cheap labor Some of these places are economically backward and the locals are in dire need of ways to support their livelihood. The

tourism industry can provide jobs to these people. Also as these places are unexplored, there is no benchmark on the labor cost and it can be

negotiated according to the requirements.

Low resource cost Many unexplored places are high on resources but due to low awareness there hasnt been much exploitation. As the cost

of resources is less, the cost of running business here would also be low.

The aforementioned reasons have incited the interest of many players, with space left for more.

The growth of the travel industry is a global phenomenon and has a substantial effect on the Indian economy.

Source: World Travel & Tourism Councils Economic Impact 2014, Aranca Research

8882

89

103 105

116 113 116

0

20

40

60

80

100

120

140

2007 2008 2009 2010 2011 2012 2013 2014(Estimate)

Exhibit: Total Contribution of Travel and Tourism Industry

to GDP of India (in billion US$)

VISIONARY ADVERTISERS PRIVATE LIMITED

Visionary Advertisers Private Limited is an advertising agency based out of Bengaluru, India. The company has been making waves in the Indian

advertising sector within two years of its inception, primarily because of the OOH (Out Of Home) advertising campaign they had done for Nagaland,

citing the lesser known tourist attractions the state had to offer. This campaign was extensively on display all over the country, especially in the

metropolitan cities where awareness about the North Eastern states of India was very less. It had been a huge hit among the masses and the tourist

footfall in Nagaland had reportedly increased by a massive 15% within a year and a half of the campaign.

Visionary is already among the top ten advertising firms in the country but the companys ambition is much higher. They want to break into the top

three within the next couple of years. If the amount of response they are getting after the Nagaland campaign is anything to go by, this dream doesnt

seem far-fetched at all. They are being primarily approached for OOH campaigns but they certainly want to expand their operations and try their hand

in other mediums of advertisement as well.

Of late several corporate giants are queuing outside the office of CEO and Chief Creative Director Mr. Govardhan Giridhar for seeking his firms

services. From the scores of companies he has been in talks with, he has now shortlisted three of them: World Tourister, Kanon, and Wildlands. All

of them are market leaders in their respective fields and all three of them want his firm to prepare an advertisement for their product along the lines of

travel and tourism, but they want to stay away from the tried and tested attractiveness of known destinations and want something fresh and new to the

mix. Although he is keen on taking all three of them, he has reluctantly decided that handling all three would be a tough task for his skeleton staff of

twenty-five employees. Instead he needs to pick one from the three and accept their proposal. Being the visionary leader that he is, he has asked his

creative lead Mr. Suresh Saxena to provide his opinion on the same.

Now consider yourself in the shoes of Mr. Suresh Saxena. What would you do? Keep in mind the future prospects of Visionary Advertisers along with

the feasibility and effectiveness of the ad campaign your company will be designing and choose one among the three companies.

Details of the companies:

World Tourister

World Tourister is an international bestselling brand when it comes to duffle bags and laptop backpacks, but their new range of stylish travel

backpacks, have not been as successful as they had predicted. They had rolled out the backpacks after extensive research about the selective

design of compartments which allows for even distribution of weight, and the well-crafted back padding for comfort. They were very sure that

the state-of-the-art nylon fiber used by them and the numerous trendy designs, coupled with the brand reputation, would sell the backpacks like

hot cakes. But an analysis done by their market research team revealed that the people feel that World Tourister is more associated with the

business minded workaholics and not with those with wanderlust. Can you devise an advertisement that will turn their image around?

Kanon

Kanon has always delivered the best cameras in the world and has created a niche market for itself. But now the R&D department is out with a

new innovative product; the first of its kind mobile phones for the travel enthusiast. Incorporating the latest Kanon technology into an 18MP

camera, it enables the user to experience the untamed nature while at the same time staying connected to their virtual worlds. They have an

innovative offline GPS system that allows the user to navigate without the help of an internet connection and the Rebel T3i flash with a range

of 8 feet. While the company is excited about the idea, they also believe that such a product would require a proper advertising strategy, as it is

a huge step by them to target a much wider audience with a product that had never been associated with Kanon before. Can you help them make

the mobile phone the next best thing?

Wildlands

One of the best known brands of outdoors shoes in the country, Wildlands is the name when it comes to sturdiness and toughness. The customers

are well aware of the Wildlands assurance of quality, but do not share the same enthusiasm for their clothing line. Wildlands had launched the

Wildlands clothing line with the hopes of expanding into the apparel market. Stitched with the finest of light-weight and water resistant fabrics

along with the patented ThermoWear technology that prevented the conduit of body temperature, it allowed the wearer to stay comfortable at

both extremes of temperatures. Another key was the concealed hoodie in the shirts to battle the rains and winds. But when it hit the shelves, the

sales figures were very mediocre for a brand with such clout in the travel gear section. Troubled by it, they have approached you for help. Will

you help them in making the people see what the Wildlands clothes are all about?

ROUND 1: ELIMINATIONS

Deliverables:

The World Tourism Market (WTM) is organizing a travel fair in Delhi from 2nd to 5th of September. With an expected participation of over

5,000 travel professionals and over 20,000 travel enthusiasts, these companies are planning to tap into the crowd to market their products.

1. Design an OOH advertisement, preferably a bill board design to be put up outside Delhi airport. This has to be in the form of a Power

Point presentation, which shall include:

a. Tagline for the product

b. Image representing the product and their relation to the travel and tourism industry

2. The hoarding is in the following position:

3. You should also prepare a one-page write up in the form of a .doc file (Arial: 11, Line Spacing: 1) on the idea behind the OOH design.

This will not be evaluated based on the content, rather this deliverable will be a supporting document for the OOH design listed in point

1.

4. Deliverables should be submitted by 23rd August 2015, 11:59 PM.

ROUND 2: FINAL ROUND

The details of the final round will be communicated after the first round results.

EVENT RULES:

The event is open for all Full-Time students of PGDM/MBA from colleges all over India.

The event is spread over two rounds. The first round is an elimination round and the participants will be judged on the basis of their performance

on parameters such as innovation and creativity.

Any form of obscenity will lead to disqualification.

Team Size: 2-3 members per team.

Teams need to mail their deliverable, at markup.imt@gmail.com with the attachment name ADOHOLIC_CollegeName_TeamName

CONTACT INFORMATION:

For any queries please contact:

Nanadagopal S: 09999224532

Ayushi Atray: 08130750769

Deepali Gupta: 08130654213