Mumbai: National carrier Air India has planned a Rs 20-crore advertising blitzkrieg over the next six months to showcase its non-stop flights from India to destinations in the United States.
Launched July-end, the campaign presently revolves around the Mumbai-New York non-stop flight, for which the company has set up billboards at Times Square in New York and in Mumbai besides advertising in leading US newspapers and travel magazines.
Air India’s billboard at Times Square is the first such initiative by a public sector enterprise from India.
“We have planned a Rs 20-crore ad blitz spanning the coming six months,” a senior Air India official told PTI here.
“Plans include putting up a billboard at the John F Kennedy airport.We have not fixed a timeframe for this but most probably, this should be up by month-end,” he said.
Air India is presently focusing on the Mumbai-New York non-stop flight, which was launched on July 31, “to get maximum mileage” for it, the official said. The cost for putting up this billboard in Times Square is around $1,00,000.
Air India has also started print advertisements for the newly-launched flight. It recently placed a full page advertisement in the New York Times on the day of the launch.
“Additionally, quarter page advertisements in the Wall Street Journal besides ads in travel magazines in US and India have been planned,” the official said.
Air India plans to launch its Delhi-New York non-stop flight in January 2008 and a Delhi-San Francisco flight is also being worked out.