The objective was to connect Yatra.com, a travel portal, with unforgettable holidays. The problem was that while Yatra.com was a popular portal for domestic holiday bookings, it was not looked at for planning international holidays.

The strategy was to increase enquiries for international holidays by showcasing destinations abroad. The idea was to use the opportunity of an annual calendar to stay in the prospective client’s mindset for an extended period of time while raising the profile of the brand.The target audience comprised of travel planners and customers walking into the Yatra Holiday Lounges with enquiries about higher-value holiday packages.

The creative execution used a device most appropriate to the brand and synonymous with travel - the travel list.

The leaves of the calendar didn't just list out items and experiences carried back from different destinations abroad, but also brought out the unique quirks of different travellers and their individual interaction with different destinations. The lists were executed on toilet paper, airline barf bags, and newspapers strengthening the 'mid-journey' feel.

Different leaves were written by different travellers in their own handwriting with their individual embellishments. Not spiral-bound and being instead casually inserted into an envelope, further reinforced the 'travel worn' feel.

Within the first month of the calendar being received, Yatra.com experienced a 10% increase in online and offline responses and a 10% increase in walk-ins to Yatra Holiday Lounges. At least 200 calls were received by Yatra holiday managers regarding booking of international holiday packages. And they saw at least 20-25 enquiries per destination on the 12 destinations mentioned in the calendar within the first month itself, 60% of which were converted to sold holiday packages. Some amount of brand rub-off from the calendar was also perceived on increased domestic bookings.