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Leading tourism boards attract urban audience through outdoor

By Bhawana Anand - March 20, 2015

Running successful campaigns in New Delhi, tourism boards like South Africa, Uttar Pradesh and Daman & Diu have very consciously selected the OOH medium to match their TG.

With the onset of summer and the holiday season, most of the leading national and international tourism boards seem to be geared up to attract the audience to their regions. Understanding the new generation's urban and jet-setting lifestyles, this new leading category occupies the maximum outdoor space to capture the travellers. Running successful campaigns in the city, tourism boards like South Africa, Uttar Pradesh and Daman & Diu have very consciously selected the OOH medium to match their TG.

While to taking to Olivier Heroguelle, Managing Director, JCDecaux about this mushrooming category, he shares that their'CityLights' format is one of the famous outdoor formats amongst tourism boards. "To reach the right TG, all that a brand needs is the exposure at the right place and that's exactly what our networks of CityLights offers to clients,” adds Olivier.

When it comes to media planning, Olivier explains that these tourism clients are covering maximum cities and locations. "JCDecaux CityLights ensure maximum reach & frequency for a tourism brand's communication on roads to and fro airports, railway stations, tourism offices, in and around tourist spots like zoos, heritage sites, museums, religious spots, amusement parks, high shopper concentrated areas, business hubs and affluent residential areas,” articulates Olivier.

South African Tourism Board, a brand that relies very heavily on the power of OOH has recently unveiled their #MeetSouthAfrica advertising campaign on JCDecaux CityLights in shopping areas like Sarojani Nagar Market, airport bound stretch on the Old Palam Marg, the heavy traffic stretch in Andrew Ganj and so on. The tourism board had also earlier executed campaigns on JCDecaux Citylights in 2012 & 2013.

The latest entrant in the tourism market, Daman & Diu Tourism, has chosen to target the salaried audience in commercial business districts like Nehru Place & Connaught Place and affluent audiences in area like Malviya Nagar, Saket, Press Enclave and Greater Kailash. The tourism board is currently promoting the destination as the'Isle of Calm'.

On the other hand, Uttar Pradesh Tourism has largely adopted a more tourist centric approach having chosen CityLights on way to major tourist sites in Delhi including Baba Kharak Singh Marg, Jai Singh Road, YMCA, ISBT and Barakhamba Road. These sites endorse their recently developed'Heritage Arc'. The brand has also occupied sites in Nehru Place, South Extension and Lajpat Nagar.

Some of the past advertisers from Travel & Hospitality Industry to have advertised on JCDecaux CityLights include the likes of West Bengal Tourism, Taiwan Tourism Board, Tourism Australia, Visit Britain and Rendezvous France.



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