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Times OOH helps Tamil Nadu Tourism blanket major airports

09, December, 2020

Aarti Pahwa, New Delhi

The campaign was spread across major airports in India where each airport highlighted a different and unique aspect of Tamil Nadu.

Introduction

Refreshing, Beautiful and Creative are a few words to describe the new Tamil Nadu Tourism Campaign recently launched by the State Government. Tamil Nadu Tourism OOH campaign has successfully managed to garner the audiences' attention by showcasing picturesque tourist destinations and hidden heritage of the state. Realizing that the tourism sector in Tamil Nadu has a huge potential to grow, this new campaign, designed by Times OOH, aims to increase the number of foreign and domestic tourists visiting the state and focuses on highlighting Tamil Nadu as a favored tourism destination not just during peak periods but throughout the year.

Campaign Details

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.

Key Quotes

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 post Coronavirus pandemic 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 marvelous 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 breath-taking 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 a nation-wide 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 Mar Com, 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 son to the airport media is surely a step towards transforming the way marketers communicate with consumers on-the-go."

Past Experience of Times OOH

Times OOH has also executed campaigns for the below mentioned clients in the past:

Tags :  Times OOH Tamil Nadu Tourism Vikram Kapur N Shekhar Roshan Rawat TP Rajesh

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