Enable Travel’s much-appreciated campaign #CanDo that created a new wave in the travel industry has won a Bronze at the 2017 edition of the Campaign India Digital Crest Awards (CIDCA), in Mumbai. This win, first for the campaign, comes on the back of a successful launch of India’s first accessible holiday specialist.
Enable Travel, a new vertical in the travel space was launched to address the travel needs of people with disabilities in India, across mobility (wheelchairs), hearing, speech and vision impairment. The #CanDo spirit was born out of the brand’s philosophy that disability should not hamper a person’s ability to travel, see the world and have similar experiences as able-bodied people. While many disabled people have a deep desire to travel and experience destinations, various disabling barriers prevent them from travelling.
The intent of #CanDo was that of changing mind-sets, of making people believe that everything was possible, if only they believed it to be. To initiate conversations and connect with the target audience, Enable Travel laid out a strategic digital marketing plan to instill the spirit of #CanDo. The campaign was deployed using stories of real life disabled heroes who have overcome the odds, thereby giving inspiration to the disabled to dream big and push past the limits in their mind-sets. This was important to bring about a positive impact among the target audience. To make this campaign more engaging, Enable Travel also created a 3 minute brand film which beautifully brought alive the spirit of #CanDo.
Commenting on the achievement, Debolin Sen, Head, Enable Travel said, “It’s our first and that makes it very special. The award truly demonstrates our tireless pursuit of reaching out to people who are waiting to see their travel dreams come true. This scale of engagement and conversations wouldn’t have been possible without the collective team effort of Team Enable Travel to push the agenda of disability and travel. Kudos to Team Teen Bandar for developing such an impactful digital campaign. This award is for all those people out there who believe in the power of CanDo.”
The campaign has been successfully leading online conversations, securing more than 180,000 Facebook fans and 8,000 followers on Twitter, since December 2016. Enable Travel is powered by Cox and Kings Ltd.