Turkey, the land of turquoise beaches has been identified as a key destination for summer 2015. To showcase the destination’s innovative and unique experience, MakeMyTrip has launched a digital game titled Discovery Turkey. Starting from 2nd April it will continue till 27th April, depending upon audience retention and engagement.
Speaking about the launch of Discovery Turkey, Ranjeet Oak, Head – Holidays, MakeMyTrip.com said, “Turkey has seen a heightened interest from Indian travellers and is therefore, our key destination for summer 2015. We are delighted to enhance access to our value-based holiday packages and services and showcase this destination to Indian travellers through an innovative immersive digital experience, highlighting the beauty of this country.”
The digital campaign is conceptualised by KRDS, which created a game that reveals Turkey’s wonders through specially shot aerial panoramas and videos.
Commenting on the ideation behind this digital game, he said, “Turkey was identified as a key destination to be promoted for Summer of 2015 by MakeMyTrip. We realized that this is the land of amazing attractions and destinations, and it deserved nothing less than a world class treatment. So we built this whole campaign with MMT team. When we proposed the idea of using aerial panaromas to MMT team, they were extremely excited and quickly arranged a trip to Turkey for our team to shoot these videos. The Indian users can now play this game and book specially designed holiday packages from MakeMytrip.com.”
The game is conceptualised to provide users a feeling of being a virtual tourist with a mission – hence the whole gamification angle to the experience.
Amandeep disclosed that the game is targeting the young millennial travel enthusiast’s users between 20-35 years of age, who are active on social media channels.
Discovery Turkey showcases the top 5 of MakeMyTrip’s Turkey destinations through 15 attractions and five levels that users have to complete in order to qualify for a free ticket to Turkey. Through the game, they will be offered to ride a balloon over the moon-like landscape in Cappadocia, visit the “Cotton Castle” at Padmukkle, take a tour of the Grand Bazaar and Spice Market in Istanbul, and stroll the ruins of the ancient city of Ephesus. All these experiences are delivered using specially shot aerial panoramic videos.
Users will also enhance their knowledge about each of these locations after performing a challenge, and will have to share the information on social platforms. Lucky users stand a chance to win discounts on International trips to other destinations courtesy MakeMyTrip.
The whole campaign will be executed in two phases. During the launch phase in April, the objective is to promote the game’s salient features and gratification fully-paid international holiday.
“The idea is to familiarize the social audience with the game and excite them to not only play the game, but also share it with their friends”, added Amandeep.
The second phase of sustenance will run through-out May with heavy promotions on Facebook and Twitter. However, throughout the campaign period, the key communication hook is the discovery of Turkey as an aspirational travel destination.
MakeMyTrip has roped Bollywood actor Yami Gautam to promote the Turkey package. The campaign will be promoted with the association of Yami Gautam on various platforms such as print advertising, radio campaigns and digital campaigns.
According to Amandeep, the aim is to popularise the game (and thereby Turkey) pan-India. Avid gamers and passionate travel enthusiasts reside in every part of the country. However, the marketing spends will be targeted at Tier 1 cities. People from other countries are free to play and try out the game for its aesthetic appeal but gratification is for Indian residents only.
MakeMyTrip also set up interactive on-ground activities in popular shopping malls to bring alive the Hot-Air ballooning experience in Turkey.
Discover Turkey further is focused toward enhancing MakeMyTrip’s reputation of being the leader in innovation in digital space.
At present, the brand is promoting the game on social media platforms such as Facebook and Twitter. It will follow this up with homepage and website banners and promotional e-mailers.
“We will also provide visibility to the game through WhatsApp messages to employees and thereon to their friends and family”, Amandeep concluded.