2010 Winners & Shortlists

The Brief

Recession hit Dubai saw a lot of people cutting on their leisure and business travel expenses. Marutzzi a travel agency in Dubai wanted to use this as an opportunity to promote their budget travel-planning department. However they were cutting on their advertising expenses, so we had to work on a shoestring budget. And that’s exactly where the idea came from. We printed the contact details on a shoestring. Thus, driving home the core proposition, ‘Budget Travel Planner’. The travel agency then distributed these cards to existing clients, corporate companies and at various promotional events in malls.

Creative Execution

The travel agency was cutting on their advertising expenses, so we had to work on a shoestring budget. And that’s exactly where the idea came from. We printed the contact details on a shoestring. Thus, driving home the core proposition, ‘Budget Travel Planner’. The travel agency then distributed these cards to existing clients, corporate companies and at various promotional events in malls.

Describe the creative solution to the brief/objective.

Recession hit Dubai saw a lot of people cutting on their leisure and business travel expenses. Marutzzi a travel agency in Dubai wanted to use this as an opportunity to promote their budget travel-planning department.

Results

The term ‘Shoestring Budget’ was widely used during the recession. We used it to our advantage to promote the Budget travel agency. The idea was well received by our audience and they often smiled as they received the visiting card. The travel agency also saw an increase in the number of calls and inquiries.