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Broadview Mediacom showcases Condé Nast Traveller launch
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Neha Nagpal   
Tuesday, 19 October 2010 09:00 (IST)
Premium displays deployed for this premium campaign NEW DELHI: With the year-end travel season approaching, the most exotic locales around the world will once again beckon the travellers. In this, luxury travel and tourism has carved its own niche. Taking cognizance of the growing demand in India for luxury travel and tourism offerings, Condé Nast India has launched the Indian edition of Condé Nast Traveller this month.

Premium displays in series, building both day & night visibility Further, to take the title to its niche audience, the company has rolled out an outdoor campaign, having vested the execution duties with OOH firm Broadview Mediacom which has been handling the Condé Nast India OOH activities. The 15-day campaign, beginning October 4, was launched in three cities -- Mumbai, Delhi NCR and Bangalore.

Oona DhabharCommenting on the outdoor campaign’s objective, Oona Dhabhar, marketing director, Condé Nast India, said, “The idea was to create the right level of hype and focus on the launch of Condé Nast Traveller, drive sales and ensure that we build the brand awareness and image among the target audience. The launch of the iconic Condé Nast Traveller in India has been eagerly awaited. Therefore, our objective during the launch was to announce that the Indian edition of the magazine is here and is positioned as delivering the ‘The Last Word in Travel’.”

Large format display bearing one of the campaign creatives She added that “the outdoor is one of several marketing initiatives that we have undertaken to announce the launch of the Indian edition. The other elements of the plan include the high profile launch event which was held on October 1 at the Oberoi Hotel in Mumbai. The objective was to engage with key influencers in the travel and tourism space and drive word-of-mouth for the brand. We will also be targeting key consumer touch points like airports and other travel destinations.”

Strategic location maximises visibility A luxury travel and lifestyle magazine, Condé Nast Traveller’s Indian edition will replicate its global positioning as one of the world’s finest luxury marketing vehicles. Hence, in the OOH domain, the publisher has targeted the affluent, sophisticated Indian traveller who looks for more than just a sight-seeing trip. Bearing this in mind, the publisher has targeted the affluent residential and business locations across the three cities including airports.

Gautam ChadhaCommenting on the campaign, Gautam Chadda, founder and managing director of Broadview Mediacom, said, “With the Indian edition of Condé Nast Traveller hitting the stands, and the third title from the Condé Nast portfolio to be launched in India, the challenge before Broadview Mediacom was to provide the best possible visibility and impact for the brand among the relevant TG in Mumbai and Delhi NCR.”

Premium backlit displays building campaign visibility at night “Hence, the OOH campaign was planned and executed in a focused manner, catering to the affluent traveler at the most strategic and relevant touchpoints in the three cities using high impact sites,” he said.

Large format, strategic placement, optimising exposure The outdoor agency has used mostly billboards and unipoles. Premium public utilities have also been used in certain areas.

High impact launch campaign: Effectively delivered Condé Nast Traveller, a bi-monthly, will be made available in over 20 cities in India. The travel magazine is purported as a window to unforgettable travel experiences.


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