FOX Traveller launches a whole new attitude towards travelling
March 05, 2013
Source: MM Network
India's #1 Travel and Lifestyle channel FOX Traveller has added a new dimension to 'This Journey is fun' with the launch of their 'UN' campaign on March 4, 2013. The campaign portrays a fresh attitude to travel, and celebrates the element of impulse in travelling. It comes alive through various facets that embody the UN experience. There are many ways you can let life on a journey take you by surprise. So, starting March 4, 2013 UNPlan (Let every moment greet you), UNBelong (Do something unfacebook-able), UNPrepare (For life’s sense of humour), UNPredict (Let the weather surprise you), UNSchedule (Book an experience not a seat), UNBecome (A tourist in your own country) with FOX Traveller!
As part of the 'UN' campaign, FOX Traveller will introduce a refreshed look, fresh attitude and stories that celebrate this attitude. Not just packaging and communication, the channel will be introducing a special lineup of shows @ 10 p.m., which will embody the 'UN' attitude. The lineup will include shows like the all new season Life Mein Ek Baar (When angels dare), Roam, One Man and his Campervan, Market Values and Delinquent Gourmet.
Taking the campaign a step further, FOX Traveller will be launching an innovative viewer engagement initiative - 'Where will your signature take you?' on Facebook with the leading travel portal Yatra.com. It's a one of its kind travel contest where viewers can submit their signature on the Facebook pages of FOX Traveller and Yatra.com. The signature will then be superimposed on the world map and the consumers will be asked to invite co-travellers for their trip. The top 100 winners will be sharing their 'happy traveler story', which will be put up for voting. The top three most voted stories will be the winners. The selected winners and their partner or friend will get the opportunity to go to the many different places on the map over which their signature travels!
Elaborating on the campaign, Debarpita Banerjee, Vice President - Marketing, FOX International Channels said, "A travel and lifestyle channel should stay fresh, enthuse people with new perspectives and keep the magic alive between them and their viewers. Which is why, it's good to keep refreshing the various elements that makes for a channel’s positioning and personality. Moreover, FOX Traveller has a blue sky philosophy that has many shades and interpretations. The channel believes that not just destinations but even journeys are full of enriching experiences. Which is why it signs off with 'This Journey is fun'. And this new campaign is building on one such dimension. It plays up the joys of surprise, randomness, hitting the road without an agenda, making things up on the way. Through words like 'Unplan' 'Unmap', 'Unscript', 'Unexpect' and many more, the campaign is an ode to impulse as opposed to precision and planning!"
FOX Traveller celebrated its one year anniversary last October. The channel also recently launched High Definition channel for Indian viewers. The High Definition FOX Traveller channel – FOX Traveller HD has a schedule separate from FOX Traveller channel. Today, 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 across DTH platforms in four different languages- English, Hindi, Tamil and Bengali.