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Tag: Outdoor Advertising Professionals

  • OAP targeted 23 types of media that comprised of 440 media units covering an outdoor space of approx 1,52,000 sq ft across 22 markets

    Outdoor Advertising Professionals’ innovative outdoor arena for SA Tourism

    By A Correspondent

     

    The landscapes and abundant wildlife of South Africa is the canvas for Outdoor Advertising Professionals, who are using innovative outdoor ideas to promote South Africa Tourism.

     

    South Africahas truly been a ground-breaking destination for adventure, sport, nature and wildlife travel and is a pioneer and global leader in responsible tourism.

     

    A creative and out-of the-box idea by Outdoor Advertising Professionals was of putting up a tri-vision billboard for this campaign, the first of its kind in Mumbai. The mandate to Outdoor Advertising Professionals was to offer high impact and high quality exposure thereby ensuring top-of-the-mind recall, which in turn required them to look for all formats of media that could be a clutter-breaker.

     

    OAP targeted 23 types of media that comprised of 440 media units covering an outdoor space of approx 1,52,000 sq ft across 22 markets. The various media chosen are billboards, backlit walls, bus shelters, cantilevers, glass façades, flagpoles, gantries, glow cubes, king-long buses, metro signages, pole kiosks, subway panels, skywalks, standalones, malls, airport displays and so on.

     

    Commenting about this OOH campaign James Varghese, Vice president OAP said: “Being a leader in technology, OAP implemented various tools and technology to ensure that an optimum campaign was planned. Every single detail of the campaign was backed by a technical explanation. We implemented iLAP – a research tool to zero-in on those locations where the target audience is more densely skewed. Each site was chosen based on its Panel Value. OAP has also been able to customize the outdoor plan with the help of Gallop Math Model which helped us foresee the reach and frequency that a particular plan can generate. Based on the results, we re-worked the plan so as to attain desirable reach and frequency of 52 per cent and 4 respectively.”

     

    OAP’s commitment and understanding of the brand propositions in the previous campaign for South Africa Tourism in the 2011 helped in retaining the client for second year in a row for latest 2012 campaign.

     

    OAP is the AOR (Agency on Record) for outdoor media planning and buying for many leading corporate advertisers inIndia. They are one of the top 5 companies in the industry. As a premiere outdoor specialist company they are at the forefront of bringing in new and scientific approach towards media planning.

     

  • South African Tourism has now started the campaign on television and outdoor to popularise the destination among Indian travellers

    South African Tourism launches ‘Leave ordinary behind’ ad campaign

    By A Correspondent

     

    South African Tourism has kick-started its television, outdoor and cinema campaign in order to promote the destination inIndia. Post the launch of its cinema campaign recently, South African Tourism has now started the campaign on television and outdoor to popularise the destination among Indian travellers.

     

    The 20 and 30 seconds advertisement captures an Indian couple who share their mesmerizing experience of travelling toSouth Africa. The commercial captures the experience of adventure, nightlife, wildlife, luxury, wine route and beauty ofSouth Africa. With this advertisement, South African Tourism is reaching out to numerous travellers through various entertainment and news channels.

     

    Indian television has a lot of shows that have the potential to draw good viewership and South African Tourism is tapping this opportunity to draw more Indian tourists to the Rainbow Nation.

     

    Along with its television campaign, South African Tourism has also launched its outdoor campaign. Outdoor Advertising Professionals (OAP) has done the creatives and execution for the outdoor campaign. The upcoming campaign is spread across 16 types of media that comprises of 452 media units covering an outdoor space of approximately 1,90,000 sq ft across 22 markets. The various media chosen for the campaign are billboards, backlit walls, bus shelters, cantilevers, glass façades, flagpoles, gantries, glow cubes, king-long buses, metro signages, pole kiosks, subway panels, skywalks, standalones, malls and airport displays.

     

    Commenting on the campaigns, Hanneli Slabber, Country Manager, South African Tourism, said: “Given the fact that Indian television is one of the strongest consumer influencers, we wanted to leverage the medium with the launch of our television campaign. The commercial aims to demonstrateSouth Africa’s warmth and affability through the eyes of Indians who have experienced the country. They are real people telling their story in their own words and we hope that the Indian viewers can connect well with the ad. With these two campaigns we want to intrigue desire towards the destination and aid brand recall towardsSouth Africa. We are confident that the television, outdoor and cinema campaign will definitely tempt the Indian audience to consider a holiday inSouth Africa.”

     

    South Africahas grown to become one of the most popular destinations among Indian tourists. South African Tourism has witnessed an exceptional 29.9 per cent increase in Indian tourist arrivals between January-September 2011 in comparison to 2010.