The document discusses launching a campaign in India for Citibank's World Money Card targeted at outbound leisure travelers. It provides statistics on India's growing outbound travel market and factors fueling its growth. It then outlines limitations of carrying cash and traveler's checks abroad before detailing advantages of Citibank's card like global acceptance, fraud protection, convenient replacement options and added features like forex rates and partner offers. The campaign insight proposes emphasizing either the security or convenience of using the card over traditional forex carrying methods to appeal to Indian travelers.

1. Citibank World Money Card
(Leisure Variant) - Launch Campaign

2. 1
Outbound
Leisure
Travel Market
In India

3. Outbound leisure travel market in India
Travel & Tour Operators from the World over are upbeat about the
Indian traveller vacationing abroad
Figures released by the World Travel and Tourism Council
(WTTC) says India now is the third largest outbound travel market
in the Asia Pacific region.
“Indian tourists are big spenders and as such are a boost to the
tourism revenues of any country” - Euromonitor International
“India's outbound travel pie is getting bigger and it is evident
from the more than 25 countries and cities opening their tourism
offices here in the past couple of years.“ - Himmat Anand, co-
chairman, FICCI tourism committee.

4. 2
Leisure travel
market
volumes
in India.

5. Leisure travel market volumes in India
Figures released by the World Travel and Tourism
Council (WTTC) says India now is the third largest
outbound travel market in the Asia Pacific region
According to the WTTC report the number of
Indians travelling abroad in 2008-09 (April 1 to
March 31) touched 10.8 million, which was up by a
million over the 2007-08 figure of 9.8 million
Foreign Travel market set to grow by 10% in 2009-
2010 – Cox & Kings, India
According to new Travel and Tourism data from
Euromonitor International, number of travellers set
to increase in 2010-11 to 16.3 million

6. 3
Factors
affecting
Outbound
Travel

7. Factors affecting Outbound Travel
Higher Disposable Income -
Brand new forecasts from
Euromonitor International show that
outgoing tourism expenditure from
India will grow by over 25.7%
between 2006 and 2011 to reach a
value of US$21 billion by 2011.
Foreign destinations becoming more
affordable because of drop in
airfares and hotel prices due to
recession
Emergence of low-cost carriers from
India to more number of foreign
destinations

8. 4
Forex carrying
medium -
Paper

9. Forex carrying medium - Paper
The standard mediums for carrying Forex used by Indian Travellers:
Cash
High risk medium. Huge risk of getting mugged or losing cash in
foreign destinations
Travellers Cheques
More convenient than cash. But still lacks complete security if you
?
lose your TCs. List of TC numbers and photo copies have to be kept
safely for reporting loss
Inconvenience of encashing TCs at only specific banks. Wastage of
?
travel time in encashing Tcs
? Forex rates on specific encashing dates
Variable

10. 5
Forex carrying
medium -
Plastic

11. Forex carrying medium - Card
The standard mediums for carrying Forex used by Indian Travellers:
Credit Card
High interest rates and Forex Rates
?
Risk of online fraud is at a high in foreign destinations
?
Huge interest rate on withdrawing cash from credit card
?
Other Indian Bank Travel Money Card
Non-recognition of Indian Banks with merchants abroad
?
Inconvenience faced if card gets declined at foreign locations.
?
Merchants immediately block the unknown bank card.
?Fraud Protection
Minimal

12. 6
Advantages -
Citibank World
Money Card

13. Advantages - Citibank World Money Card
Security:
Fraud Protection extended to transactions incurred till 96 hours from
?
report of card loss
Convenience:
Global recognition of CITI brand makes acceptance of the CWM
?
easier at merchants across the world
Speedy Replacement of Lost Card through any Citibank branch at
?
any foreign location
Value Added Features
Lower Forex Rates
?
Free Home Country calling card free for specific time
?
? offers at specific foreign partner merchants
Exclusive

14. 7
Campaign
Insight

15. Campaign Insight
Route 1: Security
Breaking the mould in the Indian traveller’s
psyche and highlighting the added
security features of the CWM to create an
aura of their funds being absolutely safe
while travelling abroad.

16. Campaign Insight
Route 2: Convenience
The convenience features of the card can
be elucidated to the Indian traveller who
has very little awareness of the product and
only depends on traveller cheques other
than cash for his forex carrying issues

17. Thank You!