Swiss in Mum­bai

Outdoor Asia - - Front Page -

Switzer­land Tourism builds ex­tended recall in Mum­bai yet again. Milestone Brand­com, the Out­door agency ex­e­cutes sur­real cam­paign for Switzer­land Tourism. The core com­mu­ni­ca­tion ob­jec­tive of the cam­paign was to fas­ci­nate & in­trigue peo­ple with vi­brant im­ages of some the ge­o­graph­i­cal di­ver­sity that can be found within Switzer­land. The cam­paign tag line was “Ex­plore Switzer­land” The com­pany pro­motes Switzer­land as a hol­i­day des­ti­na­tion in the world and the main fo­cus of the cam­paign was to show­case the dif­fer­ent des­ti­na­tions in Switzer­land along with very spe­cial of­fers from tour op­er­a­tor part­ners in In­dia. A me­dia plan en­com­pass­ing 170 me­dia touch points spread well across a se­lec­tion of for­mats cov­er­ing high traf­fic & foot­falls along ar­te­rial roads. There was an as­sorted mix of me­dia touch points such as Bill­boards, Back­lit Bus Shel­ters, Back­lit Pole Kiosks, Large for­mat Mall Fa­cades. As part of the cam­paign, to fur­ther de­liver the de­sired impact, an ex­cep­tional in­no­va­tion was ex­e­cuted on a 30x20 bill­board at a prime lo­ca­tion in Mum­bai – Worli naka. The in­no­va­tion was that of a cable car go­ing sky­wards to & fro from the fa­mous Mt. Titlis that stands tall at 10000 feet. The in­no­va­tion was striking and strate­gi­cally placed at one of the high traf­fic count traf­fic sig­nals in Mum­bai. It was vis­i­ble to al­most all ve­hic­u­lar & pedes­trian traf­fic mov­ing from South Mum­bai to Cen­tral & Sub­ur­ban ar­eas of Mum­bai – the peak evening traf­fic move­ment in the city

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