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 around Rs 20-crore (Rs 200 million) ad blitz spanning over the next six months," a senior Air India official told PTI in Mumbai.
"We are now planning to put 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 and had placed a full-page advertisement in the New York Times on the day of the launch. "Besides, we have also placed quarter page ads in the Wall Street Journal besides ads in travel magazines in both the US and India," 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 a possibility, he said.