Delhi International Airport Limited has started a social media campaign with a series of #TravelTomorrow quotations that hammer home the idea with a twist in an effort to urge people to shun non-essential travel. 22feet Tribal Worldwide, a division of the DDB Mudra Group, designed the campaign.
People have been warned to stay indoors to prevent the spread of COVID – 19 as the country grapples with the second wave of the epidemic. Non-essential travel should be avoided during a crisis of this magnitude.
Constant social media reminders of gorgeous destinations and quiet beaches, on the other hand, may motivate housebound tourists to act on their pending vacation plans. DIAL was able to go against its personality and conduct a campaign that placed the national interest first, for the protection of the people and the country, thanks to this understanding.
Motivational travel quotes are frequently posted on social media, and they are sometimes accompanied by a stunning backdrop that makes one want to visit that exotic location right now. The goal was to mess with people’s expectations of such motivational travel statements.
The campaign was brought to life by putting a novel perspective on well-known phrases like ‘Carpe Diem’ and ‘Wanderlust,’ using the pictures of people looking out of a window at gorgeous surroundings while remaining secure in their own homes.
“When a person is imprisoned up in their house with a restricted range of activities, social media catches their imagination. Staying at home is the greatest approach to protect oneself in the current situation, and leisure travel should be avoided, According to Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide.
“While DIAL is in the frontline of collecting and coordinating relief and Vande Bharat planes from all over the world, the travel facilitator has also taken on the role of discouraging people from taking unnecessary trips. To infuse a sense of levity into the message, the team used a counter-intuitive spin on standard travel terminology. That is how this campaign came to be,” Ghosh explained.
The campaign is live on Instagram, Facebook, Twitter, and LinkedIn, among other social media channels.