NEW DELHI: The outdoor is becoming an impactful medium for print publications to target niche audiences. This is amplified in the campaigns that Condé Nast India has launched in the major markets over the years. The media group has now come up with three separate campaigns for its three well known titles – ‘Vogue’, ‘GQ’ and ‘Condé Nast Traveller’. And, like in the past, Broadview Mediacom was vested with the OOH duties.
Broadview Mediacom has rolled out the campaigns in Delhi, Mumbai and Bangalore.
The Vogue campaign began on January 28, followed by the GQ campaign on January 31 and then the campaign for ‘Condé Nast Traveller’.
Each campaign was launched for a period of 10 days with the prime objective of showcasing the cover to the target audience as well as reinforcing the brand presence. Broadview Mediacom has mainly used large format media including hoarding and unipoles in premium locations to connect with the TG.
Commenting on the campaigns, Oona Dhabhar, marketing director, Condé Nast India, said, “Our outdoor campaigns are aimed at ensuring that each issue is a sell-out and
builds and maintains brand awareness on an ongoing basis. The key objective is to launch the latest issue, drive sales or offtake of the issue and ensure that we continue to build and maintain the brand awareness and image among the target audience.”
Dhabhar added: “The key focus is to deliver the brand message – for ‘Vogue’ it’s highlighting the ‘theme’ of the issue. For example, workwear. ‘GQ’ gives you a monthly dose of luxury, style,
sports, cars, gadgets and girls. And for ‘CN Traveller’ it’s about announcing that the India edition of the magazine is on the stands and is positioned as delivering the ‘The Last Word in Travel.’”
“Our magazines are targeted at the affluent Indian.
Bearing this in mind, we have targeted the affluent residential and business locations across Mumbai, Delhi and Bangalore. Post a detailed mapping of sites and locations in the city we looked for sites that are located in high traffic / affluent areas,” she said.
Talking about the challenges in executing the campaigns for the three titles, Gautam Chaddha, founder and managing director, Broadview Mediacom, said, “It is always a challenge to get the preferred sites in the same month for the campaigns of the three brands.
Broadview like always ensures the best for the magazines for which outdoor is an integral part of being visible in the target cities .The three Condé Nast brands are always noticed and talked about which keeps our morale high and the spark to keep planning high impact outdoor campaigns for them.”
The sites were handpicked at super premium locations in the cities to connect with the SEC A+ category for whom travel, luxury, fashion and lifestyle are matters of the heart.
With these three campaigns Broadview Mediacom has once again demonstrated how the outdoor can be strategically used to sustain the brand presence of niche magazine titles.
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