DDP pledges ₹ 1 crore to trade
The timeliness of our actions as a united industry are more important than ever
The DDP Group, to support travel and hospitality companies affected by the COVID-19 crisis, has created a media fund of ₹ 1 crore under its ‘Standing with the Trade’ initiative. The move will help support businesses by providing targeted advertising campaigns, free of cost.
In light of the current COVID-19 pandemic which has greatly impacted the travel and hospitality industry, the DDP Group has launched its ‘Standing with the Trade’ initiative to provide Rs1 crore worth of free advertising to help the travel and hospitality communities in India and South Asia. This initiative is supported by all of DDP Group's premier publications, including TRAVTALK, Tourism Breaking
News, TravelTV.News, M!CETalk and Hospitality Talk. Together, these publications reach 600,000 travel and hospitality professionals daily.
As the COVID-19 crisis continues to spread rapidly around the world, many businesses are resorting to cutting down on marketing budgets, especially in advertising. However, previous studies have demonstrated that maintaining marketing expenditure can help grow a business and gain market share through periods of economic malaise. According to an article published in the Harvard Business Review, “During recessions, it’s more important than ever to remember that loyal customers are the primary, enduring source of cash flow and organic growth. Marketing isn’t optional
– it’s a ‘good cost’, essential to bringing in revenues from these key customers and others.”
In light of this, the DDP Group aims to support businesses by helping them navigate these turbulent times through leveraging DDP’s media assets. “The timeliness and effectiveness of our actions as a united industry are more important than ever, and we are hoping that our initiative can assist stressed businesses till the market begins to strengthen. Although
it is difficult to predict how long this might continue, history has enough examples to show that after a time of economic difficulty, industry and countries have always bounced back,” says SanJeet, Director, DDP Group.