Published on .

Marketer: Conde Nast Traveler

Effort: "Insider's Guide" TV Program Promotion

Agency: In-house

Twist: The travel magazine's first-ever TV program, the "Insider's Guide" makes its debut this month on Public Broadcasting Stations nationwide.

The challenge: promoting a rolling launch on multiple air dates in 50 different cities through independent PBS outlets. To plug the first 30-minute episodes, shot in Australia, Traveler is staging a publicity campaign featuring people posing as kangaroos, koala bears and surfers on the streets of major cities, with audio and visual cues for the program.

Vital statistics: Events take place in various downtown venues in New York this month, Chicago in January and Los Angeles in February. The program is co-produced by Traveler's staff, with Open Air Productions, West Palm Beach, Fla. The first three episodes begin airing this month and include features on the cities of Sydney, Adelaide and Australia's Great Barrier Reef.

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