Fox Traveller launches UN campaign

By Devesh Gupta , afaqs!, New Delhi | In Media Publishing | March 01, 2013
The proposition of 'This journey is fun' remains, with an added the element of impulsive, unplanned, unscripted and unmapped travelling.

Fox Traveller, the travel and lifestyle channel from the Fox Group, plans to refresh its look from March 4. Changes in programming, bumper breaks, added fresh colours and idents on the channel will mark the revamp, promoted by the channel's latest campaign, titled 'UN'.

Fox Traveller's UN campaign

Fox Traveller's UN campaign

Fox Traveller's UN campaign

Fox Traveller

As a part of the UN-campaign, the channel will communicate an added an element of surprise, randomness and impulsiveness to its content, while maintaining the proposition of 'This journey is fun'.

'UN' here refers to unwind, unplanned, unmapped or unscripted forms of travelling, where the traveller feels surprised by the situation he comes across during his journey. The channel will launch a series of promos across its network channels to communicate the added element.

Debarpita Banerjee, vice-president, marketing, Fox International Channels, says, "We are refreshing the channel looks but the personality remains the same. Being leaders of the genre and being a part of the travel and lifestyle genre, it's necessary to keep yourself alive, fresh and sticking all the time."

The revamp includes the launch of the second season of Life Mein Ek Baar, a travel show where Barbara Mori, along with other models, will travel across South Africa. They will explore some unknown places around Cape Town and indulge in exciting adventures with an element of surprise, dare and randomness.

Fox Traveller has targeted the 10 pm band and has a line up of shows such as One Man in a Castle Van and Market Values with the 'UN' flavour added to all of these.

Speaking about the choice of the 10 pm band for the shows, Banerjee says, "We are not competing with the Hindi GECs. Today, the number of households with multiple televisions is increasing and with digitisation, more channels will be at the viewer's disposal. Our target is people who prefer travel and lifestyle shows and the genre ranks higher in their preferences. So we are talking to different mindsets."

To promote the campaign on the digital platform, the channel will also start a contest on Facebook, titled 'Where your signature will take you', in association with Yatra. Under this contest, people will have to send their digital signatures that will be placed on the global map and the winner could travel from the end to end locations where the signature stretches on the map.

Debarpita Banerjee

The company plans to spend 25 per cent of its budget on the digital platform, while radio and print support for the campaign is still under consideration.

Fox Traveller reaches out to audiences in India and various South Asian countries including Nepal, Bhutan, Bangladesh, Pakistan and Sri Lanka. The channel is available in English, Hindi, Tamil and Bengali. It is a part of Fox International that produces and distributes 324 wholly and majority-owned pay-TV channels across Latin America, Europe, Asia and Africa, in 44 languages. The networks and their related mobile, non-linear and high-definition extensions reach over 1.3 billion viewing subscribers worldwide. Some of its popular brands are National Geographic Channel, Nat Geo Wild, STAR Movies, STAR World and others.

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