The world's leading online travel portal Expedia said on Thursday it will spend Rs. 25 crore (Rs. 250 million) in India this year on marketing and promotion to woo Indian travellers.
As a part of new marketing initiatives, Expedia will launch a new campaign - Big Daddy of Online travel - in the country.
"Expedia will be spending up to Rs. 25 crore on marketing and branding activities, along with a special introductory offer of 'Zero Expedia fee' for the Indian consumer," it said in a statement.
The offer enables travellers to change or cancel bookings made via Expedia without incurring any fees or charges.
"It's time for Expedia to say hello to more Indian customers, and introduce our fantastic range of great value products, our easy to use website, and the security and professionalism of booking with the world's largest online travel company," said Asia Pacific Managing Director Dan Lynn.
The campaign will showcase Expedia's inventory of over 130,000 hotels, more than 430 airline partnerships and over 5000 holiday activities for the Indian consumer.
"We expect this brand launch to result in an increase of over 150 per cent shoppers on Expedia.co.in over the coming year," Lynn added.
For the first phase of the brand launch, Expedia will tap travellers through print, outdoor and online marketing activities in Delhi, Hyderabad, Mumbai and Bangalore.
The company will be taking other branding initiatives such 3D billboards, airport activations, placements on radio cabs and Volvo bus wraps, as well as advertising on a host of websites visited by travellers.
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The world's leading online travel portal Expedia said on Thursday it will spend Rs. 25 crore (Rs. 250 million) in India this year on marketing and promotion to woo Indian travellers.