MUMBAI: In order to give a twist to the travel and lifestyle segment, Fox Traveller is launching the ?Un? campaign on 4 March.

The campaign will include shows as well as marketing that will lay stress on the fact that travel is best when it is unplanned and when one follows one?s heart rather than a map. The look and feel of the channel will also be refreshed.

Speaking to Indiantelevision.com, Fox International Channels VP marketing Debarpita Banerjee said that the campaign will add a new dimension to the channel?s tagline which is ?This Journey is Fun?.

?The campaign looks to build on the quality of impulse that exists when one decides to travel. The Un campaign is all about bringing out the joys of unconventional travelling. It will be reflected in the look and feel of the channel as well as in our content. The Un campaign will see the channel sport a new packaging from graphics to music,? she says.

On the content side, the channel is focussing a lot more on the 10 pm band with local and international content and celebrities.

Leading the way on the 10 pm band will be the second season of ?Life Mein Ek Baar? which kicks off on 18 March. Barbara Mori and her friends Yana Gupta, Archana Vijay, Diandra Soares and Kirat Bhattal will go out to explore the wilderness of South Africa. They take a South African adventure in exchange for their frantic city life. The girls engage in a host of activities ranging from adrenaline pumping sky diving lessons to shark diving; flying in a Gyrocoptor to attending tattoo conventions; surfing to an emotional tour of Nelson Mandela?s prison island. The show will air every Monday and Tuesday.?

The aim going forward will be to find shows that are relatable and aspirational to viewers. ?This is especially important as with the second phase of Das our reach will grow beyond the metros. We will be more accessible in the smaller towns,? said Banerjee.

Apart from using its own network to market the campaign, the broadcaster is also using social media. ?We will also launch a co- branded consumer contest with Yatra.com - ?Where will you signature take you?? On our Facebook page, participants stand a chance to travel around the world where their signature takes them. The initiative celebrates the UNplan experience and the joys of unconventional travelling. Consumers can submit their signature on the Facebook pages of Fox Traveller and Yatra.com," said Banerjee.

The signature will then be superimposed on the world map and the consumers will be asked to invite co-travellers for their trip. The top 100 winners will be sharing their ?happy traveler story?, which will be put up for voting. The top three most voted stories will be the winners. The selected winners will get the opportunity to go where their signature takes them.