The challenge for VGC during the launch phase was to not only capture the imagination of consumers but also their corporate clients (advertisers, media planners and cable operators). The brief was simple: to build the channel into a market leader in the lifestyle segment.

   Communication was, therefore, targeted at the upscale urban audience who wanted to make the most of their time while away from work. At the same time it aimed to attract such advertisers who were on a lookout for a channel that was an ideal platform for premium goods and services.

   Hence our campaign: capturing the fascinating, irresistible world that existed beyond the routine 9 to 5.

    This was supported by direct mail, e-mailers, innovative reach-out techniques and stunning programme guides. All of which created quite a splash.

   A new year. A new brief

   
   With the channel’s second year came a second campaign, broadening and deepening the platform. This one positioned the channel as a portal through which the audience could escape from real life to realizing their aspirations. A voyage of discovery, we think.