In January 2011, MMT launched its new ‘MMT Mobile’ app for BlackBerry smartphones users in India with the aim of making travel hassle free by allowing users to book their travel on the go. This app enabled users to cancel their bookings, track the status of their refunds, send e-tickets and vouchers, check flight status, and also look for alternate arrangements in case of last minute delays (Refer to Figure I for features of MMT mobile app). The app also provided geo-targeted search results, allowing users to easily find dining options that were near their current location, and provided attractive last minute deals for same day hotel bookings..

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MARKETING CAMPAIGNS

In April 2011, MMT launched its ‘Memories Unlimited’ campaign that underlined its promise of creating memorable experiences for its customers apart from offering the best holiday packages and deals.

COMPANY PERFORMANCE AND FUTURE PLANS

As a result of the launch of ‘The Great Indian Getaway’ app-only travel sales, MMT’s mobile app crossed 12 million downloads by the end of 2015. Its app-only sale contributed 25% to domestic flights and nearly 50% to total online domestic hotel transactions. As of May 2018, the ‘BefikarBookKar’ campaign had received over 10 million views on YouTube.

EXHIBITS

Exhibit I: Details of MMT’s Competitors
Exhibit II: Creative Team of ‘Memories Unlimited’ Campaign
Exhibit III: Creative Team of ‘Plan Jab, Booking Tab’, ‘Uncancel’ Campaigns
Exhibit IV: Creative Team of ‘Dil Toh Roaming Hai’ Campaign
Exhibit V: Creative Team of ‘Assured Hotel-24*7 Helpline’ Campaign
Exhibit VI: Creative Team of ‘MMT 24x7 Hotline for International Flights and Hotels’ Campaign
Exhibit VII: Creative Team of ‘Hotels Best Suited for Family Trips, Business Trips’ Campaign