100 secrets from Conde Nast Traveller

By Devesh Gupta , afaqs!, New Delhi | In Media Publishing | October 09, 2013
The luxury travel magazine celebrates its third anniversary by sharing 100 secrets on India.

Conde Nast group-owned luxury travel magazine, Conde Nast Traveller, has launched its third anniversary issue centred around the theme, '100 secrets about India'. It has stories on some of the special but unknown places to visit; plus on food, recipes, cultures, and blogs to refer to before visiting a place.

Conde Nast Traveller OOH campaign

Conde Nast Traveller OOH campaign

The magazine's annual issue has always been an India special. The group has been working on it for more than a year and according to the editor, Divia Thani Daswani, the team could have easily come up with 500 secrets.

"I honestly believe that people will be surprised to find these details that such things existed in their backyard and they never knew about it," says Daswani.

Conde Nast Traveller is going the social media, OOH and radio route to promote the anniversary issue.

It has put up large-format billboards across Mumbai, which showcase the cover page of the magazine. The billboards have been put at the arterial junctions to capture maximum eyeballs.

On radio, the magazine is running a teaser campaign, by which it tries to entice the audience to buy the issue by revealing only one half of a secret. It has partnered with Radio One to draw listeners of English music.

They have also partnered with the restaurants featrued in the issue to promote the issue.

On the digital front, the magazine is using its Facebook page, Twitter and Instagram, where it is running contests asking people to share the best secrets of India.

Speaking about the anniversary issue, Oona Dhabhar, marketing director, Conde Nast India, says, "Every year, we create an interesting theme that is relevant to our readers. Our's is a premium luxury travel magazine that is for mainly the well-travelled consumer."

The issue will be priced at the usual Rs 150. The magazine has a claimed print run of 30,000-35,000 copies and says it has a readership of 1.50-1.75 lakh. Seventy per cent of the copies are sold on the stands.

Conde Nast Traveller was launched in India in 2010.The target audience of the magazine is above 30, who travels abroad at least two to three times a year and looks for a luxury travel experience.

The Indian edition is the magazine's sixth. The first edition of the magazine was launched in 1987 in the US. Apart from the US and India, the magazine is being published in the UK, Italy, Spain and Greece.

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