Sterling Holidays is the pioneer in vacation ownership in India.

However, around 2011-2012, a little after the recession in the western world, people in India had started to postpone long-term purchases.

Sterling Holidays needed to get back in business, and somehow get families to once again invest in 25-year long vacation ownership plans.

Tailor helped the client create a culture for vacations in India – irrespective of the economic climate. After all, a vacation is the only time families get to spend quality time with each other.

A series of newspaper ads and outdoors were used in Mumbai, Pune and Bangalore to highlight the emotional need for vacations. Each ad explored a new insight, and in less than a year, Sterling Holidays had increased its membership EMI from Rs 2458 to Rs 3967 – a jump of over 60%.

A brand struggling to maintain its pioneering properties soon started attracting new attention and managed to sell out to Thomas Cook after a few years.