National carrier Air India (AI) will run a Rs20-crore advertising campaign over the next six months to sell its non-stop flights from India to different destinations in the US.
The company has set up billboards at Times Square in New York and in Mumbai to push the Mumbai-New York non-stop flight, besides advertising in leading US newspapers and travel magazines.
AI's billboard at Times Square is the first such initiative by a public sector enterprise from India. Next to come is a billboard at the John F Kennedy Airport.
The airline has also published print advertisements for the newly-launched flight, placing a full page advertisement in The New York Times on the day of the launch. It has also placed quarter page ads in The Wall Street Journal, besides ads in travel magazines in both the US and India.