Campaign India Team
May 20, 2008

Guidebooks is a huge and growing market in India: Mala Sekhri

India Today Travel Plus has made a foray into the "Travel Guide" space with the release of – 500 Romantic Holidays. The book is pegged as a simple, easy-to-reference guide to some of the best holiday places all across India and neighbouring countries of Nepal, Bhutan, Tibet, Sri Lanka and Myanmar. The leading players from airlines, hotels, resorts, spas, mobiles, and travel agencies have supported the first edition of the guidebook as advertisers. Mala Sekhri, Publishing Director, India Today Lifestyle Group shares her thoughts about the Group's new property.

Guidebooks is a huge and growing market in India: Mala Sekhri

India Today Travel Plus has made a foray into the "Travel Guide" space with the release of – 500 Romantic Holidays. The book is pegged as a simple, easy-to-reference guide to some of the best holiday places all across India and neighbouring countries of Nepal, Bhutan, Tibet, Sri Lanka and Myanmar. The leading players from airlines, hotels, resorts, spas, mobiles, and travel agencies have supported the first edition of the guidebook as advertisers. Mala Sekhri, Publishing Director, India Today Lifestyle Group shares her thoughts about the Group's new property.
 
Who is your target audience and what gap are you trying to plug in the market?
 
Guidebooks is a huge and growing market. There are many players in the International market. In India the travel guide market needs to be shaken up. Too many city guides are out of date, too long-winded or too mainstream in their approach. They're out of touch with the cosmopolitan 30-something audience that make-up the vast majority of people taking city breaks. Travel Plus guides will meet this growing demand and fast become the essential urban travel companion. 500 Romantic Holidays is a smartly written, beautifully-packaged, fast track guide for the sophisticated, design-conscious traveler, determined to see and experience the best. Very niche and a quick ready reckoner – not verbose. Our navigation is simple.
 

What does it offer to its advertisers?

Such books also allow the advertisers to connect well with a focused audience and give sponsors good visibility at uncharted domains like news-stands and bookstore. Moreover, being a collectors item, the book has a longer shelf life, thus giving a relevant period of ad visibility. The book has been supported by a Principal sponsor, Co- sponsors, Innovations(8pp gatefold, book mark, tab etc), Full pagers and Property sponsors.
 
What is the print order of the Travel Guide?


Initial run is of 35,000 copies
 
Will India Today be launching any campaign to promote its new offering?

The book is being promoted through: Print ads across India Today group publications; E-mailers to Travel companies, hotels and agents; specially designed book dispensers/posters and other POP at bookstores and news stands.
 
 

Source:
Campaign India