The brand has launched its first travel e-zine for children up to the age of 12.
Club Mahindra Holidays has come up with an e-zine titled Teddy Travelogues. As the name suggests, its theme is travel with the writers being mostly children up to the age of 12 years. It is a quarterly e-zine, produced in-house by the Club Mahindra Holidays.
The magazine can be viewed at http://membership.clubmahindra.com/TeddyTravelogues/index.html#page/1.
The content for the magazine was crowd sourced via a campaign titled Teddy Travelogues Contest and was adjudged by Mathivanan Rajendran, actor, digital strategist and researcher; Mehar Zariwala, education leader; Neeru Nanda, actor; Radhakrishnan Chakyat, professional photographer and Shakti Arora, actor.
The contest invited entries from children across the country in eight categories: My Family Holiday, Holiday Stories, My Favourite Travel Companion, Young Traveller, The Rhyme Journey, Why Travel?, Holidoodle and Delicious Diary. The winners for each segment were divided in two segments, 8-12 years old and 4-7 years old.
Pointing at the insights behind the initiative, Naair explains that holidays in India are a great time for families to bond with each other. "But mothers are especially concerned about the daily itinerary of their kids during this season and want to ensure that it is fruitful for their kids. So we thought of creating a way by which children could showcase and learn more about writing," adds Naair.
The e-zine intends to introduce other categories that the young participants can write on. The magazine does not contain any advertising and is free. "My TG for Club Mahindra Holidays is families with school-going kids. This activity - an engagement tool for kids - will also engage with the parents," adds Naair
As of now, the e-zine is only promoted via Facebook and Twitter. "We wanted it to be free from the advertising clutter and it is more of a marketing tool," adds Naair. The e-zine got several hundred responses, of which 350 entries were shortlisted, of which only 22 came out as winners. This included an international winner also.
Mahindra Holidays & Resorts India, (MHRIL) is a part of the Leisure and Hospitality sector of the Mahindra Group. Started in 1996, the company's flagship brand 'Club Mahindra Holidays', has a customer base of over 175,000 members and 40 resorts in India as well as abroad.