NEW DELHI: BBC World has included an innovative competition for travellers as part of Demand a broader view, an in-flight promotion campaign on Jet Airways.

For the campaign, which began in February 2003, postcards were attached to newspapers placed on Jet Airways flights. From March 2003, these postcards become more interactive for the target audience with an exciting competition where three correctly answered questions offer participants a chance to win over 100 treasured BBC books such as The Human Body, Walking With Dinosaurs, and Wildlife Photographer as prizes, states a press release. The contest begins on 1 March 2003, and to qualify, the responses need to be sent in by 10 April.

The Demand a broader view campaign in India also includes translites at key domestic airports across the country and outdoor hoardings at eye-catching locations in major metros, adds the release.

"Being the first to use this innovative medium for communicating with our audiences, BBC World is sure to grab the attention of air travellers who form a large portion of our core audience. The contest augments the advertising campaign and gives travellers a chance to add valuable BBC books to their collection," BBC World, Director of Marketing, Jane Gorard, is quoted as saying in the release.