MAM
CNN teams with Time, Fortune, Malaysia Airlines for contest
MUMBAI: This is an initiative through which CNN is looking to further increase cachet among the business traveller segment. The broadcaster has forged an alliance with Time and Fortune magazines as well as Malaysia Airlines for the Dream Holiday contest.
Targeting elite, adventurous international travelers, the highly integrated programme revolves around the contest that includes both above the line and below the line elements-print, television commercials and a dedicated campaign website as well as point of sales materials. The contest will close on 6 June 2003.
To highlight the airline’s positioning of Going Beyond Expectations, the contest offering participants the chance to choose a Dream Holiday experience. Prizes, sponsored by Malaysia Airlines comprise business class tickets, night stays at luxury hotels, and the unique dream element- from a helicopter ride over Paris or sightseeing in Sydney on a Harley-Davidson to dining on a yacht off tropical Langkawi with spa treatments to follow or shopping in Shanghai accompanied by a personal porter and guide.
Readers are asked to choose their Dream Holiday from the four listed experiences and to state in 25 words or less why they deserve to win that holiday. Responses are channeled through a dedicated website, www.chooseyourdreamholiday.com, which includes animated sequences integrating the theme of the print creatives and television commercials together with more details of the contest prizes. Readers are encouraged to promote the competition through online efforts as this increases their chances to win.
The project was conceptualised for Malaysia Airlines by Time, Fortune and CNN and Starcom along with strategic interactive partner Web Guru Asia and Leo Burnett. Through this programme, the media partners not only developed a platform that connects directly with more consumers, they also offer a unique opportunity for Malaysia Airlines to reach out to a highly lucrative demographic of sophisticated and mobile travelers.
Senior VP, News Advertising Sales, Turner International Asia Pacific Nick Morgan said, “As AOL Time Warner media brands offer unparalleled quality and quantity of target audiences that Malaysia Airlines wants to reach, this customised, integrated solution is set to allow Malaysia Airlines to benefit from not only the highest level of media exposure, but also the most creative and targeted way in reaching potential and existing customers.”
International Media Director, Starcom KL.Kristine Ong said, “We are constantly looking for strategic alliances with our media partners to maximise value for Malaysia Airlines by going beyond the two dimensional TV and print ads. It is all about reaching the target at various meaningful contact points as a means to forge closer interaction with consumers for long term gains.”
The contest is being promoted through television commercials on CNN, double page spreads and column creatives in Fortune and Time, as well as email blasts, an integrated website with viral marketing mechanism, point of sales support plus postcards, ticket jacket sleeves and meal tray tentcards distributed through Malaysia Airlines flights.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
