Gu­jarat boards the Metro

Outdoor Asia - - Front Page -

The ‘Khush­boo Gu­jarat Ki’ Cam­paign fea­tur­ing In­dian Mega star Amitabh Bachchan is cur­rently om­nipresent. The cam­paign show­cases Gu­jarat’s unique tourist at­trac­tions, from the wildlife at Gir Sanc­tu­ary, the ex­otic deserts of Kutch, Gandhi Ashram at Sabar­mati to the mag­nif­i­cent tem­ples of So­manth and Dwarka. To take this ini­tia­tive a notch higher, Gu­jarat Tourism was look­ing for a plat­form that brought a slice of Gu­jarat closer to the res­i­dents of the Na­tional cap­i­tal and also taps the grow­ing for­eign trav­el­ers com­ing to In­dia. To­wards this, BIG Street, Re­liance Broad­cast Net­work Ltd’s OOH arm pro­posed brand­ing inside the pre­mium Re­liance Metro Air­port Ex­press sta­tions as well as the full end-to-end wrap of a Re­liance Metro train. Thus in a ‘First ever Metro Train Brand­ing’ by a State Tourism Board, one en­tire Re­liance Metro Air­port Ex­press train has been cov­ered with Gu­jarat Tourism cre­atives for a pe­riod of three months spread­ing the fla­vors of Gu­jarat across Delhi. Other as­pects of the OOH cam­paign are the brand­ing on the dis­play pan­els inside the New Delhi & Shivaji Sta­dium sta­tions of the Re­liance Metro as well as inside-train brand­ing that in­cludes seat head­rests, side walls, roof-top pan­els & glass pan­els on the lug­gage rack. Re­liance Metro Air­port Ex­press is one of the most ef­fi­cient tools avail­able for mar­keters to cap­ture the imag­i­na­tion of the city’s pop­u­la­tion as well as pro­vide a 21 minute win­dow to com­mu­ni­cate with a pre­mium, cap­tive au­di­ence of Air trav­el­ers. In a gala cer­e­mony or­ga­nized by BIG Street on the 7th of March’12 at the New Delhi sta­tion of the Re­liance Metro, Shri Vipul Mit­tra, Prin­ci­pal Sec­re­tary Tourism, Gov­ern­ment of Gu­jarat and Shri San­jay Kaul, Com­mis­sioner of Tourism & Manag­ing Direc­tor, Tourism Cor­po­ra­tion of Gu­jarat Ltd ad­dressed the press on the sig­nif­i­cance of this ini­tia­tive be­fore pro­ceed­ing to flag off the train

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