CMO Joachim Holte told Campaign Asia-Pacific that India is the site's priority market and it plans to “continue to scale the business further with additional structural investment in the Bangalore operation” as well as “promoting product awareness and what it means for Indian travellers”.
The media pitch, which will be held in Bangalore soon, is to find an agency for media planning and buying. The media duties have previously been handled by an in-house team.
Holte noted that any agency adoption will depend on the market it is working in. Wego operates in 52 markets in 30 languages, with offices in Dubai, Jakarta and Bangalore.
“Wego is investing in a variety of marketing efforts across all our core regions,” he said. “We are in the early stages of a roadmap, as to what iteration and form that will take will depend on individual market requirements.”
The media budget for its marketing effort is said to be US$1 million to $1.6 million. It will cover platforms such as TV, radio, activation and digital, and will focus on brand-building and pushing the brand proposition to convey the core image of the brand: convenience.