Nice idea from Indian online travel agency Cleartrip which runs a competition every day on the site with the single purpose of asking people to explain why they travel.
The campaign is based on the OTA's latest TV ad, where a range of people are asked what is the purpose of their trip. Pretty simple and it's a rather good clip.
But the interesting and probably the most valuable part of the clip is that it has been used to inspire a competition all of its own.
A My Purpose microsite was created by Cleartrip so users can upload their own pictures and then explain where and why they travelled to a particular location.
Each daily entry is published on the site and users are encouraged to use the Facebook Like button to vote for a winner. The competition is linked back through the site's Facebook fan page.
So is it working?
Many of the recent daily winners (each get a free one-way flight) have captured over 500 Likes. Of course many of those that enter will simply ask their Facebook friends to vote for them - but that's the point, more people going to the site.
The overall winner will receive Rupees 100,000.