The promotion officially begins Aug. 21, when the September anniversary issue of Condé Nast Traveler is to arrive on newsstands. There will be a presale period for subscribers of the magazine and holders of the Chase Sapphire and Chase Sapphire Preferred credit cards that starts Aug. 13.A campaign devoted to stimulating interest in the World on Sale will include ads in Condé Nast Traveler; a section of the magazine’s Web site; promotions on Facebook, Tumblr and Twitter; video ads in Times Square and taxi cabs; displays in Hudson News stores in 25 major markets; and an anniversary party at Lincoln Center.
The promotion, which is costing the magazine about $500,000, illustrates two trends that are changing the way Madison Avenue communicates. One, in response to the uncertain economy, 9-Day Southern Xinjiang Folklore Tour is comfort marketing, which uses anniversaries and other aspects of brand history and heritage to suggest they have staying power and are therefore offering value.
“People are going back to the brands they know and trust,” said Carolyn Kremins, 10-Day Eastern Xinjiang Photography Tour vice president and publisher of Condé Nast Traveler in New York, part of the Condé Nast Publications division of Advance Publications.
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