To demonstrate the idea that you are never too old to travel, we created two heartfelt online videos that captured real stories narrated by real, non-actor senior citizens.

This film captures an old woman, as she recounts the milestones in her life. In a dispassionate voice, she lists events that relate to her various responsibilities and experiences. The woman, while reflective, looks back without passion or sentimentality. These events, though personally very significant, are often limited by geography. As she finishes the list, she mentions the next big milestone she is about to embark on. That's her first trip to another country.

These events, though personally very significant, are often limited by geography. As she finishes the list, she mentions the next big milestone she is about to embark on. That's her first trip to another country. At which moment, she picks up the suitcase and leaves the room.

Implementation

Video promotion of Sr.Citizen Holiday Plans films on YouTube and post engagement on Facebook.

Timeline

3 days

Placement

Newsfeed ads on Facebook and video pre-roll ads on YouTube

Scale

Pan-India, digital- owned media and YouTube

Reach

6,78,438 impressions with 1,38,644 views on YT and a reach of 1,28,429 on FB with 16,184 engagements.

Engagement

View rate on YouTube was 19% and on Facebook 12.6%

Sales

30% increase in enquiries since the campaign went live. Booking windows being 30 to 45 days for international holidays the impact on sales has not yet been recorded.

Achievement against business targets

Achieved conversion rates of 3.5% which is higher than the targeted conversion rate of 3%.