Ola Cabs' Ghoomo Responsibly garnered 5Mn+ views on social media

Brand

Ola Cabs

On the occasion of World Tourism Day, Ola Cabs did their bit in order to encourage social responsibility among travellers and collaborated with the tourism departments of seven governments to spread the word around their campaign, Ghoomo Responsibly.

Objective

Under Ghoomo Responsibly, Ola Cabs partnered with State Tourism Departments of seven states, to propagate responsible tourism and educate tourists in order to help preserve the heritage and natural beauty of tourist spots in our country.

Execution

Ola Cabs partnered with the state tourism departments of these seven Indian states, Maharashtra Tourism Development Corporation (MTDC), Department of Tourism Kerala, Andhra Pradesh Tourism Development Corporation Ltd, Tourism Corporation of Gujarat Ltd (TCGL), Rajasthan Tourism Department, Assam Tourism Department, and Karnataka State Tourism Development Corporation (KSTDC).

Ola brought in celebrity social media influencer, Shehnaz Treasurywala, to preach their message for Ghoomo Responsibly, of preserving the heritage and natural beauty of tourist spots and destinations. With Ola Outstation, their inter city cab service, Shehnaz Treasurywala visited 21 less travelled destinations across the seven states in 14 days, speaking to tourists at every destination, and spreading the word.

My whirlwind India Road Trip begins! First stop Karnataka! Temples, stunning landscapes and ? elephant blessings abound. I've decided to #golocal and explore my glorious India ?? and my mode of transportation is home grown Ola Outstation. What's your favorite local Indian destination??? I may be visiting it soon. Stay tuned. #ghoomoresponsibly #olaoutstation #roadtripgoals #traveldiaries #traveldiary #travelblogger #travelblog #travelvlog #travelinstyle #traveljunkie #sonyalpha #gmaster #a99 #a6300 #sony #traveldoneright #sustainbletourism #instatravel #tourism #wanderlust #indiaoffbeat #TravelResponsibly#explorekarnataka @olacabs

A post shared by Travel, Hotels & Smiles (@shenaztreasury) on Sep 18, 2017 at 6:41am PDT

Having commenced her journey from Vidhana Soudha, Bengaluru on 16th September 2017, her expedition culminated in Assam on World Tourism Day (27 September 2017).

Day 5 - My Ola Outstation has brought me to Rajasthan. A lot of you have been asking me how to be a responsible tourist. One way is to support local small businesses and respect the host. Share with me your ideas on being a responsible tourist. ❤️#ghoomoresponsibly #olaoutstation #traveldoneright #roadtripgoals #traveldiaries #sustainbletourism #instatravel #tourism #wanderlust #indiaoffbeat #TravelResponsibly #GoLocal #travelwithshenaz #ProtectOurPlanet #PreserveWildLife #GoLitterFree #RespectTheHost @olacabs #sonyalpha #gmaster #a99 #a6300 #sony

A post shared by Travel, Hotels & Smiles (@shenaztreasury) on Sep 21, 2017 at 8:54am PDT

Shehnaz Treasurywala actively engage with locals, and interacted with tourists urging them to be more responsible while traveling and encouraged them to help preserve the local culture in addition to enjoying it.

Results

Ghoomo Responsibly received considerable coverage among many news publications, and drove conversation on social media with many ministers from the respective State Tourism Departments expressing their support towards the campaign.

Ghoomo Responsibly reached more than 5 million users on Facebook & Instagram.

Total hashtag impressions on Twitter were observed at 93.6 million, with total hashtag mentions peaking at 5145.