Lonely Planet Publications Promo, Case study BIG BOOKMARKS by DDB Mudra Group Mumbai

BIG BOOKMARKS

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Industry Magazines
Media Promo & PR, Case study
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director Nirmal Pulickal
Art Director Hari Singh Rawat
Copywriter Radhika Kapur
Released July 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: LONELY PLANET MAGAZINE INDIA
Product/Service: MAGAZINE
Agency: MUDRA COMMUNICATIONS
Agency: MUDRA COMMUNICATIONS
Date of First Appearance: Jul 16 2010
Entrant Company: MUDRA COMMUNICATIONS, Mumbai, INDIA
Chief Communications Officer: Bobby Pawar (Mudra Communications)
Executive Creative Director: Nirmal Pulickal (Mudra Communications)
Creative Director/Art Director: Raylin Valles (Mudra Communications)
Copywriter: Radhika Kapur (Mudra Communications)
Art Director: Hari Singh Rawat (Mudra Communications)
Media placement: Ambient - Must-See Tourist Destinations - 16th July 2010

Insights, Strategy & the Idea
No one knows a city better than Lonely Planet Magazine. Therefore we decided to use giant bookmarks and place them across the country so as to show that all those places could be found in the Lonely Planet Magazine.

Creative Execution
Giant Lonely Planet bookmarks were put up at the ‘must-visit’ destinations across Indian cities - places that go beyond the postcard view, restaurant to die for, quaint spots of historical importance and the best value-for-money shops.

Results and Effectiveness
This activity generated tremendous word-of-mouth and gained considerable publicity for HBO owing to being covered by the media and prominent blogs. It was even featured on city-specific shows on television.