DESTINATIONS by Leo Burnett Caracas for Notitarde

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DESTINATIONS

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Industry Transport, travel & tourism
Media Promo & PR, Case study
Market Venezuela
Agency Leo Burnett Caracas
Art Director Mariangela Villegas
Copywriter Leirum Rivas
Released April 2011

Credits & Description

Category: Best Use of Print
Advertiser: NOTITARDE
Product/Service: SUPPLEMENT TRAVEL
Agency: LEO BURNETT VENEZUELA
Date of First Appearance: Apr 1 2011
Entrant Company: LEO BURNETT VENEZUELA, Caracas, VENEZUELA
Vice President Creative: Fabian Bonelli (Leo Burnett)
Creative Directors: Virgilio Flores/Norberto Dasilva (Leo Burnett)
Copywriter: Leirum Rivas (Leo Burnett)
Art Director: Mariangela Villegas (Leo Burnett)
Account Director: Chelena Dias (Leo Burnett)
Production Manager: Nivia Cuevas (Leo Burnett)
Media placement: Press - Supplement - April 04

Insights, Strategy & the Idea
The main objective was to make brand awareness of the tourism supplement of the newspaper.
The target is the everyday reader. People over 30 years old that like to keep updated.
When a person reads is transported somehow into the place of the news. So, by writing that news in other language is like the reader travels to that country trough our pages.

Creative Execution
Publish four consecutive pages in different languages in a regular day of NOTITARDE.
This was a mono channel campaign.

Results and Effectiveness
More people make reservations through our tourism supplement.
The sales of the newspaper increased 20% in the day of the tourism supplement.
The consumer attitude change in the way that they become more interested in travelling.