International Yoga Festival is the world-famous Yoga festival that happens every year in Rishikesh, India, for 7 days. Thousands of people across the globe join this festival to learn Yoga from enlightened spiritual leaders and retain their mental peace.
Campaign Objective– The objective of the campaign was to spread awareness about the 7 days international Yoga festival across the countries.
Target Audience- People who are interested in travelling.
Geography- All India
Challenge- Finding the right media to reach out to the people who are travelling or the people who are travelling enthusiast to get maximum exposure to the festival.
Approach- The best way to target travel enthusiast is right when they are travelling and the people who are planning to travel and looking for information about the different places.
Two such powerful media to spread awareness about the festival among travellers are:
Magazine and travel websites
1 . Magazines- Travel magazine is an effective way to reach out to people interested in travelling. It gives you various information about different places and people often refer to travel magazines to plan their trips.
Apart from the travel magazine, the inflight magazine is a powerful media to reach out to frequent flyers. Since the internet doesn’t work on flights, people often seek ways to keep themselves entertained and inflight magazines often fill the gap which makes advertising in inflight magazines highly effective and captivating for advertisers.
2. Travel Website- Travel websites are a great way to target travellers because people usually prefer travel websites to plan their trips and get information about their preferred destinations.
Magazines selected for the campaign:
Travel magazines– Lonely Planet and Conde Nast Traveller
Inflight Magazines– Spiceroute and Go-Getter.
Media Option – Full-Page Ad
Travel Website selected for the digital execution of the campaign: Conde Nast Traveller.
Conde Nast Traveller is one of the most popular travel websites in the world with a reach of more than 3 Lakh monthly unique visitors.
Media Option- Banner Ad
Platform– Website and application
Campaign Duration- 15 days.
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