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Client Brief
Take a Break Stalls will be placed in Corporate Offices with staff strengths of 2000+. Travel Packages, Gift Certificates, etc. will be provided at these stalls. The USP will be:
1. Organizations having ‘Take A Break’ stalls will create an image of ‘Employee Friendly’ organizations by promoting travel and short breaks
2. Convenience to employees at lower rates
Accordingly, our promotional ideas will have to be eye-catching, far-reaching and at the same time, economical to execute.
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Strategy
Travel being synonymous with fun and happy times, we decided that our stall should reflect an exciting and inventive atmosphere. All our communication, including the logo, forms, stationery, vouchers, stall layout, etc. should have an intrinsic fun element. Before creating the designs and copy, we worked with the client in creating a communication and marketing strategy. We thought of promotional ideas within the organization to make employees get acquainted with ‘Take A Break’ and purchase travel packages.
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Membership Card: Interested employees can sign up for a Take a Break Membership Card. This card can have various benefits and applications:
Referral Programme: Employee can refer others to TravelPort, upon which referral bonus points can be credited to his account. He can check his account status by swiping the card.
Games: Simple lucky draws, travel-themed computer games on the intranet. Upon winning, points are credited to the employee’s account which he can redeem by swiping the card.
Gifts / Recognition:
On the employee’s birthday / wedding anniversary / promotion / incentive, special bonus points can be credited to his account.
These bonus points can be accumulated and used for purchasing a travel package. Exciting add-ons will be advertised periodically to entice the members into increasing their account balance. Holiday pictures of people he has referred will be printed on postcards and given to him. He can put up these postcards on his display board. Pictures could also be printed on mugs which can be used as pen-stands on the employee’s desk. Balloons designed as flags of the destination his friends visited can be gifted too.
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Stall:
Another idea was to use the stall as a part of the promotions, by creating various themes around it in order to keep the interest alive. This design is for “Food Festival” which will go on for a week with different destinations on each day. This picture is for Rajasthan Food Festival Day. A tray with Rajasthani food will be placed at the stall, with the GRe dressed like a Marwari. A few accessories like tassles, bells, etc. will help in creating the required atmosphere. Employees can taste a sample and in return, swipe their membership cards. While they are at the stall, the GRe will offer travel packages / they can pick up brochures. The Food Festival will also be coupled with a discounted package to the same place.
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Intranet Portal:
Corporate Offices usually have an intranet portal. Take a Break will have a link on the homepage, which leads to this page upon clicking. Take a Break window can be personalised to display the member’s account status and latest add-ons. He can also choose a package and find out what add-on he stands to win on his chosen package. Holiday trivia, jokes, currency and climate info, etc. will be displayed on a dynamic basis.
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Design
Phase I of the designing consisted of creating a logo and direct mailers to approach organizations and convince them to set up ‘Take A Break’ at their premises. Logo: Some of the logo ideas .. (The 1st design was selected)
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Brochure 1: Our first concept for the brochure was based on the idea that ‘Take A Break’ will allow employees to complete various travel-oriented chores from the workplace itself, thus cutting down absenteeism and increasing productivity. This mailer was divided into 2 parts, the first being a teaser. Initially, a Rubik’s Cube would be sent to organizations, packaged in a fancy box with the line ‘Can you solve this? (If you can't, we will get back to you in 4 days)’. This would be followed by a brochure after 4 days, with the line ‘It’s not about intelligence. It’s about technique’. The brochure goes on to explain the role ‘Take A Break’ can play in the company’s HR practices. A CD would accompany the brochure, with details on ‘Take A Break’ and the parent organization. |
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Brochure 2: During the course of designing the first brochure, we realized that we also need to focus on the USP that ‘Take A Break’ will help the organization have more relaxed and productive employees as a result of promoting travel and short breaks. The second brochure was designed centred around this point. A travel and incentive based board game was designed as the centre of this mailer, with a brochure and CD giving out details about the concept. |
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Phase II of the Design has not begun yet. We will upload designs of the second phase as soon as they are completed.
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