1. Responsible Traveler
Brand and communication objectives - What brand objectives and communication objectives did you
set out to meet by means of this campaign.
The objective was to inspire people to travel responsibly and create a movement amongst frequent
travelers who would then inspire others.
Responsible travel is usually perceived as either expensive or boring or both. So we set out to create an
online community dedicated to responsible travel that would show travelers why being responsible is
neither boring nor bank – breaking. We focused on leveraging existing social platforms and creating
original, interesting content that would educate, inform and interest travelers to take that step towards
traveling responsibly.
Target Audience - Information on Demographics and Psychographics of intended target audience
The target audience for this initiative included travel enthusiasts, well-read urban youth and mature
travelers (age 25 years +) from SEC A who are aware of the ramifications of reckless travel and are
conscious about the environment.
Campaign Details - Briefly describe the ways in which you achieved your outcome, including creative
& media communication strategies and execution
Leveraging 3 platforms of social media – A blog, Facebook and Twitter – Responsible Traveler focused
on interesting traveler stories, eco-destination features, green tips and ideas as well as exciting consumer
programs like Amar Prem (where users could scribble on a virtual monuments to ‘spare’ the real ones)
Results - Notable outcome & evidence on how you achieved your objectives & overcame challenges.
Emphasis on quantifiable results. (Eg: Engagement Metrics, CTRs, Brand Metrics, Views, Unique Users,
Any other results and metrics which are relevant.)
Instead of simply collecting fans, we created an inspiring, active community for interested travelers and
enabled them to travel smart and responsibly.
The initiative quickly developed a following with the Facebook page gathering over 10000 fans as well as
endorsements from many bloggers with several influential travel bloggers offering to write guest pieces
on the blog.
Other recognitions include:
Winner of Blog Of the Year Award at WAT Awards 2011
Won an award for Best Use of Blogs at the Exchange4Media Indian Digital Media Awards 2011
Landing page url: www.webchutney.com/ybic2011/bestuseofsocialmedia/responsibletraveler