JCDecaux lends muscle to tourism boards' OOH campaigns

Tourism boards like South Africa, Uttar Pradesh and Daman & Diu have selected the network of CityLights to reach out to the new generation of travellers

BestMediaInfo Bureau | Mumbai | March 18, 2015

Ahead of the upcoming summer vacations, JCDecaux Citylights have been sprucing up the out-of-home strategies of leading tourism brands as they gear up to woo the upwardly mobile and connected audience of Delhi.

Actively interested in any travel related information, the new generation of travellers is a key target group for tourism boards and similar players from the industry.

“To reach the right TG, all that a brand needs is the exposure at the right place, and that's exactly what our network of Citylights offers to clients,” said Olivier Heroguelle, Managing Director, JCDecaux.

Installed in tactically selected areas, JCDecaux CityLights claim to ensure maximum reach and frequency for a tourism brand's communication on roads to and fro airports, railway stations, tourism offices, in and around tourist spots like the zoo, heritage sites, museums, religious spots, amusement parks, high shopper concentrated areas, business hubs and affluent residential areas.

Tourism boards like South Africa, Uttar Pradesh and Daman & Diu have selected the network of CityLights to match their TG and are currently running their OOH campaigns in Delhi.

The South African Tourism Board, a brand that relies very heavily on OOH, has recently unveiled their #MeetSouthAfrica advertising campaign on JCDecaux CityLights in shopping areas like Sarojani Nagar Market, the airport bound stretch on Old Palam Marg, the heavy traffic stretch in Andrews Ganj and so on. The Tourism Board had earlier executed campaigns on JCDecaux Citylights in 2012 and 2013.

One of the latest entrants in the tourism market, Daman & Diu Tourism has chosen to target the salaried audience in commercial business districts like Nehru Place and Connaught Place, as well as affluent audiences in areas like Malviya Nagar, Saket, Press Enclave and Greater Kailash. The Tourism Board is currently promoting the destination as the 'Isle of Calm'.

Uttar Pradesh Tourism has largely adopted a more tourist-centric approach, having chosen CityLights on way to major tourist sites in Delhi, including Baba Kharak Singh Marg, Jai Singh Road, YMCA, ISBT and Barakhamba Road. Endorsing their recently developed 'Heritage Arc', the brand has also occupied sites in Nehru Place, South Extension and Lajpat Nagar.

Some of the past advertisers from travel and hospitality industry that have advertised on JCDecaux CityLights include West Bengal Tourism, Taiwan Tourism Board, Tourism Australia, Visit Britain and Rendezvous France.

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