Billboard of the week: EsselWorld's teaser campaign

Perfect timing to counter strike buzz created by competition & usage of strategic locations make EsselWorld’s initiative billboard of the week

e4m by Priyanka Nair
Published: Apr 25, 2013 7:47 PM  | 2 min read
Billboard of the week: EsselWorld's teaser campaign

With the arrival of summer holidays, brands across categories such as travel, tourism and related industries are creating outdoor impressions to attract their target audiences.

Early this month, Adlabs Entertainment launched a theme park named Adlabs Imagica on the Mumbai-Pune Expressway. The theme park went ahead to do a wide outdoor splash. Considering the launch of a new property in the same category, EsselWorld has also commenced an interesting outdoor campaign.

EsselWorld, a theme park owned by Pan India Paryatan, is one of the oldest names in this category. To counter strike the marketing initiatives done by competition, EsselWorld has executed an outdoor teaser campaign across strategic locations in and around Mumbai city. The campaign is about introduction of a new ride at the theme park. The campaign is expected to run till end of May 2013.

We spotted this campaign in Thane. The hoarding site at this location has been provided by Global Advertisers.

Here are two reasons why we think EsselWorld’s campaign deserves a special mention...

Good timing
Outdoor formats need two strong elements – an attractive copy and a perfect visual to go with it. The teaser campaign has both. EsselWorld’s timing is bang on as it has been launched at a time when competition is creating a lot of buzz.

Strategic location
Location mapping is one of the most important aspects that brands must keep in mind while rolling out an outdoor campaign. The initiative can be spotted on large format outdoor media across many strategic locations in and around Mumbai.

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