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Tamil Nadu Tourism checks into airports to showcase exotic locales

By M4G Bureau - December 08, 2020

For the campaign, Times OOH undertook media planning, media buying and executing high-recall media sites at multiple major airports

In a first, Tamil Nadu Tourism has brought its famed temples and picturesque tourist destinations to the screens of India’s major airports. With travel and tourism gaining momentum, the state tourism brand has taken to airports to target the growing leisure air-travellers across the country.

Times OOH, a prominent OOH player at airport touchpoints, won the bid for conceptualising & executing Tamil Nadu Tourism’s outdoor advertisement campaign – media planning, media buying and executing high-recall media sites across multiple major airports in India.

While Tamil Nadu is known for its temples and cultural heritage, this campaign aimed to showcase how much more this beautiful state has to offer. Keeping in mind the brand objective of breaking through the clutter, some of the most prominent media sites located in high dwell time areas of the airports were chosen. The holistic campaign was spread across major airports in India where each airport highlighted a different and unique aspect of Tamil Nadu – exquisite temples architecture, rich cultural heritage, pristine beaches to the breath-taking beauty of its hill stations.

Vikram Kapur, Additional Chief Secretary of Tamil Nadu Tourism, says, “Considered as one of the most popular tourist destinations in India, Tamil Nadu witnesses one of the highest numbers of domestic and foreign tourists every year. Safety of tourist has always been our topmost priority and we leave no stone unturned to ensure that it is met. With the national ‘unlock’ process in place and with the opening of various modes of transportation, Tamil Nadu has taken all necessary steps to ensure maximum hygiene and safety. I’m glad to see our hidden gems being showcased to travellers across the major airports of the country. Tamil Nadu has a lot to offer and with air travel picking up we are quite excited to welcome tourists to our enchanting state Tamil Nadu.”

T P Rajesh, Commissioner of Tamil Nadu Tourism, says, “This is a unique initiative where we’ve chosen multi-airport advertising for promoting Tamil Nadu’s various tourist destinations. While developing our campaign strategy, we wanted to reach not only to premium audiences but also target those who frequently travel and would be willing to explore Tamil Nadu’s numerous tourist destinations. Tamil Nadu is most often associated with the magnificent and architecturally marvellous temples. Places of tourist interest like long stretches of beaches, hill stations at Kodaikanal and Yercaud, UNESCO identified Nilgiri Mountain Railway, various wildlife and bird sanctuaries, one can cherish the mesmerising breathtaking view of sunrise and sunset at Kanniyakumari, splendid architectural marvel – The palace of Chettinadu and rural areas of Tamil Nadu. There is so much more that can be explored here. We wanted a campaign partner who understands our requirement and can conceptualise, plan and execute our idea, and Times OOH surely did so in an effective way through a collaborative approach.”

N Shekhar, CFO - Times OOH, says, “We are happy to be associated with Tamil Nadu Tourism and to provide an opportunity to create nationwide awareness for the targeted audience at airports. It is our constant endeavour to understand our client’s marketing objective and then provide them with appropriate solutions. Unlike any other medium, airport advertising can offer low distraction and high dwell time. With all airports and airline adopting high standards of safety for passengers, air travel is probably one of the safest modes of travel. This allows brands to effectively communicate their message that leaves a long-lasting recall in the minds of the passengers.”

Roshan Rawat, Head of MarCom, Creative and Digital - Times OOH, says, “Right from developing the concept and crafting designs to planning media and executing the campaign across all the airports, this was indeed a unique and exciting opportunity presented to us. For this national campaign, each media location was handpicked, be it departures, check-in, security holding area or arrivals – based on where we’d be able to reach maximum passengers and grab their attention. Bringing Tamil Nadu’s tourism destinations on to the airport media is surely a step towards transforming the way marketers communicate with consumers on-the-go.”

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