Voyages Television has launched in India on March 15, 2007. This travel channel offers a 360-degree approach to planning a holiday. A free-to-air channel in India, Voyages has decided to carry content that is designed to entertain viewers and provide relevant information, about various holiday destinations across the world. Voyages TV is a direct response channel dedicated to the sale of travel holidays to consumers.
Speaking on the launch, Achal Mehra, CEO, Voyages TV, said, “We are pleased to announce the launch of Voyages Television. A unique aspect of the channel is the 360-degree approach that we follow. We are the only channel that not only showcases enticing holiday destinations but also takes it a step further by providing itineraries and the best prices to ensure a pleasurable holiday experience. Our motto at Voyages is ‘What you see is what you get.”
According to Mehra, the key marketing challenge would be in creating awareness and trust with customers. “For awareness we need to be present in good, viewable frequencies on cable network. We are ensuring this in our key markets like Delhi and Mumbai. Also, we have engaged ourselves with all the digital platforms. Since travel is such a rich audio-visual content, on a digital picture it looks good,” he elaborated.
Voyages works with a complete in-house production team. The channel will offer programming customised to Indian audiences and preferences. A key feature of the channel, according to Mehra, would be that a consumer would be able to book a holiday through the channel itself from the convenience of his home.
The advertising will be through direct marketing route. Mehra explained, “If I’m distributed in only Delhi and Mumbai and very well distributed in south Delhi and Mumbai suburbs, then my marketing effort is going to be direct marketing in those areas. So I’m trying to correlate my marketing with my distribution.”
Mehra also informed that the programming is product segmented. “These product segments relate to different packages. So some packages may be suited for upper-end travellers while some are for mid-end. We have divided it in terms of activities for different age groups. For example we are going to have programming on adventure sports which will appeal to younger audiences. We are doing something on eco-tourism which may actually appeal to 30-plus audiences and so on,” he said.
Some of the faces that would be seen on the channel include Anupama Verma, Maria Goretti, who makes a comeback on this channel, Sameer Malhotra, Christine Zedek, Amrita Saluja, Kuki Gerawal, Sunaina Guliya, Anchal Saxena and many more.