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Fox History and Traveller to kick off campaign from 18 July

Bapun Raz

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MUMBAI: Fox History and Traveller will kick off a campaign, 'This Journey is Fun', from 18 July. Fox International Channels (FIC) India managing director Keertan Adyanthaya said the marketing spend will double. Television, outdoor, cinema halls, trade publications
and Internet through Facebook and Google are some of the vehicles that will be used. Adyanthaya concedes that one challenge for him is to manage media costs while doing marketing activities. "Media costs have been rising. So you have to be smart when you work out which vehicles to use. Television gives us the broadest reach. We are using some news channels and movie channels apart from our own network. The Internet, though, allows you to engage with your audience and build the brand. You get immediate feedback from viewers." The aim is to convey the fact that the channel is all about having fun and is experiential. "It is more fun and is about the experience compared to the earlier positioning when Fox History and Entertainment (which was repositioned as Fox History and Traveller) was more serious and about facts. When they travel people want to do more with their time. Our shows are about getting underneath the skin of a destination. Generally travel shows on channels are about just seeing a place," said Adyanthaya. On Facebook, Fox History and Traveller is inviting viewers to be a part of Purab Kohli's upcoming show that is scheduled to kick off in January 2012.


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