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    Arunachal Tourism

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    chandan1728
    The document proposes a marketing plan to promote tourism in Arunachal Pradesh by giving it a distinct brand identity. It suggests creating a branded campaign with the theme "Arunachal Pradesh - India's Best Kept Secret" to highlight its natural beauty, spiritual sites, adventure opportunities and local culture. The plan includes media promotions, improved digital presence, journalist visits, tie-ups with the film industry and travel companies, and developing flagship tourism products and festivals to attract both domestic and international travelers. The overall goal is to tap into Arunachal Pradesh's tourism potential and change perceptions to position it as a world class destination.

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    Arunachal Tourism

    Uploaded by

    chandan1728
    143 views12 pages
    The document proposes a marketing plan to promote tourism in Arunachal Pradesh by giving it a distinct brand identity. It suggests creating a branded campaign with the theme "Arunachal Pradesh - India's Best Kept Secret" to highlight its natural beauty, spiritual sites, adventure opportunities and local culture. The plan includes media promotions, improved digital presence, journalist visits, tie-ups with the film industry and travel companies, and developing flagship tourism products and festivals to attract both domestic and international travelers. The overall goal is to tap into Arunachal Pradesh's tourism potential and change perceptions to position it as a world class destination.

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    The document proposes a marketing plan to promote tourism in Arunachal Pradesh by giving it a distinct brand identity. It suggests creating a branded campaign with the theme "Arunachal Pradesh - India's Best Kept Secret" to highlight its natural beauty, spiritual sites, adventure opportunities and local culture. The plan includes media promotions, improved digital presence, journalist visits, tie-ups with the film industry and travel companies, and developing flagship tourism products and festivals to attract both domestic and international travelers. The overall goal is to tap into Arunachal Pradesh's tourism potential and change perceptions to position it as a world class destination.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    143 views12 pages

    Arunachal Tourism

    Uploaded by

    chandan1728
    The document proposes a marketing plan to promote tourism in Arunachal Pradesh by giving it a distinct brand identity. It suggests creating a branded campaign with the theme "Arunachal Pradesh - India's Best Kept Secret" to highlight its natural beauty, spiritual sites, adventure opportunities and local culture. The plan includes media promotions, improved digital presence, journalist visits, tie-ups with the film industry and travel companies, and developing flagship tourism products and festivals to attract both domestic and international travelers. The overall goal is to tap into Arunachal Pradesh's tourism potential and change perceptions to position it as a world class destination.

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    PROMOTING ARUNACHAL PRADESH Exploring opportunities in the tourism sector

    A presentation by Chandan Gogoi August 2, 2011

    THE OBJECTIVE:

    Promote the state through its tourism sector Give it a distinct identity of its own Bring it top of mind as a complete vacation experience (not just as a part of the NE cluster)

    WHY TOURISM:

    Untapped potential Attractiveness/ presentation of the region like no other industry High visibility opportunities through media Ability to change perceptions and create a positive mindset Lead to overall economic growth, development and investment in the region

    THE APPROACH:

    A branded approach to tourism marketing marketing the state as an attractive destination to the domestic and international traveler encourage public-private partnerships towards tourism infrastructure development

    What is required is an independent effort towards marketing Arunachal Pradesh through media campaigns apart from the joint North East effort and India Tourism effort

    EXAMPLES OF SUCCESSFUL EXPERIENCIAL BRANDING CAMPAIGNS:

    Mauritius Tourism 99% fun, 1% land Uniquely Singapore Amazing Thailand Incredible India Malaysia - Truly Asia Fly. Buy. Dubai Sri Lanka A land like no other 100% pure New Zealand State tourism campaigns: Kerela, Rajasthan, Madhya Pradesh, Maharashtra, Uttaranchal and Himachal have been extremely active in promoting tourism Today, better connectivity, reduced travel costs, low fare airlines and greater exposure levels - all contribute towards increasing domestic travel

    THE PLAN:

    A similar branded marketing campaign for the state, woven around the theme: ARUNACHAL PRADESH - INDIAS BEST KEPT SECRET

    The media campaign would highlight: The Spiritual trail (monasteries, Buddhist festivals , attractive to pilgrims from Buddhist countries) The Nature trail (experience the scenic beauty, wild life, flora & fauna, diverse natural terrains and local village life) The Adventure trail (extreme sports, treks, angling, river rafting) The Bio trail (study trips for research, academia, universities, students)

    The culture & cuisine experience would be a consistent factor in each of the above A distinct logo would be created to represent the marketing initiative The campaign can be integrated with the tourism initiative of GOI Incredible Indias best kept secret

    THE PLAN:

    Media drive: in flight magazines (domestic & international), general interest magazines, travel magazines, travel supplements in newspapers international magazines like Time Asia, Asiaweek television channels like NDTV, CNN IBN, Times Now, Discovery, Travel & Living, NGC, HBO, Star One general portals and travel websites like indiatimes, rediff, yahoo & makemytrip signage on airport departure terminals travel show on television and radio commissioned to dissipate information on the region Media would primarily target the volume market within India, whereas the value markets of North America, UK, France, Germany, Switzerland, Austria, Netherlands, Australia/ New Zealand and Japan would use the platform of India tourisms Incredible India campaign Marketing Collaterals: high quality support literature, brochures, CDs, picture post cards, destination guides, posters, images, films, T shirts & caps, etc. would showcase Arunachal as a truly international quality destination Website: a complete revamp of the website based on the new brand identity, positioning element of interactivity built in Language options (English, Hindi)

    THE PLAN:

    PR drive: periodic journalist group visit to the state slickly coordinated press conferences in key centres (metros) complete with audio visual presentations on what the state has to offer travel agents & tour operators meet in metros giving them a flavor of the region and extending state support for promoting tourism Marketing tie ups & promotions: aggressive promotion through travel portals and websites offers with domestic airlines reward experiences with credit card companies, mobile service providers, etc. offering complete packages including concierge services promote the lesser known festivals, cuisine, and cultural facets in urban cities in collaboration with hotels and cultural organizations/ establishments on a regular basis

    THE PLAN: (continued)

    The Bollywood tie-up: hindi films: unprecedented reach, repeat value invite well known film production houses from the Mumbai film industry to shoot films in the state organize group visits of producers to the state including meetings with the ministers and bureaucracy provide all courtesy, permissions, clearances to ensure smooth production of projects use it as a marketing opportunity to promote the state

    BUILDING MARKETABLE PROPERTIES:

    International Youth Festival: an annual youth congregation from around the world to experience global music, fashion, spiritual discourses, cuisine, dance and more A week long festival with simultaneous events (music concert, fashion events, food festivals, discourses on Buddhism, therapies on well being, motivational speeches by international leaders & gurus, etc) promote is as a Discover Arunachal period with celebrations at its peak Authentic Arunachal: promoting the SSI within the state by marketing a set of high end local handicrafts, art and craft, weaves, souvenirs, canned food products and beverages across the world through appropriate channels like fairs & exhibitions, pavilions, placement in high end ethnic stores, internet shopping through a secured transaction mode (link to website) products to carry a quality seal/ hallmark of authenticity The Luxury Package: build a customized luxury package for high net worth travelers and market it exclusively through personal brochures include a heli trip to a peak where you can have breakfast viewing the rising sun, monastery visits, spa treatment, luxury lodging, golf tour, angling, etc.

    INTEGRATION OF EFFORTS:

    Integration of marketing & communication efforts to unveil the different facets of Indias best kept secret and promote it as a world class travel destinations that is comparable to the best in the world

    Thank you You Have A Wonderful Day

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