NEW DELHI: In order to promote the July-August edition of its recently launched bi-monthly magazine, Architectural Digest India, Condé Nast embarked on a premium, high impact outdoor campaign. The ten day campaign was executed in Delhi (NCT), Gurgaon and Mumbai. Broadview Mediacom was entrusted with the campaign execution duties.
Talking about the importance of outdoor advertising in their overall media mix, Mariza Colaço, associate marketing manager - GQ and Architectural Digest India, said, "Outdoor is an important part of our media mix as it is very efficient in creating awareness and communicating a message effectively."
Commenting on the objectives of the specific outdoor campaign, she said, "The objective was to continue to create awareness that the worlds design bible, Architectural Digest has finally launched its Indian edition, with the new July-August issue available on the news stands and in bookstores all over the country.
Sharing the brief given to the outdoor agency, Colaco said, "We worked with the agency to create a campaign that targeted the right locations, while the creative communicated our AD positioning - 'The most beautiful homes in the world'."
Colaco was quite satisfied with the campaign feedback and stated, "We have received great feedback for this initiative. The campaign has clearly worked as a good reminder to let AD's growing fan base know that the latest issue had hit the stands."
Keeping in mind the campaign objectives and to maximise deliverables against them, Broadview Mediacom deployed super premium large format billboards in Mumbai and premium media options at malls in Delhi and Gurgaon.
Commenting on the campaign, Gautam Chadha, managing director, Broadview Mediacom, said, "Broadview Mediacom Pvt. Ltd. has had a long association with Condé Nast India. To add the fourth magazine, Architectural Digest India to our portfolio and to execute the outdoor campaign was extremely encouraging for the agency. The campaign had been executed seamlessly well in Mumbai, Delhi and Gurgaon, ensuring high visibility and eyeballs of the right kind of audience.
Chadha concluded by saying, "Working with a prestigious brand like Condé Nast has always been an extremely satisfying experience. We are happy to be the outdoor partner for all the brands and look forward to continuing fruitful association in the future.
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