Arunachal Tourism

8/3/2019 Arunachal Tourism

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PROMOTING ARUNACHAL PRADESH

Exploring opportunities in the tourism sector

A presentation by Chandan Gogoi

August 2, 2011


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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)


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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


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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


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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 inpromoting tourism

Today, better connectivity, reduced travel costs, low fare airlines and greater exposure levels - all contribute

towards increasing domestic travel


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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


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THE PLAN:

Mediadrive:

in flight magazines (domestic & international), general interest magazines, travel magazines, travelsupplements 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 ofIndia 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)


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THE PLAN:

PR drive:

periodic journalist group visit to the state

slickly coordinated press conferences in key centres (metros) complete with audio visual presentations onwhat 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

Marketingtie 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 hotelsand cultural organizations/ establishments on a regular basis


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THE PLAN: (continued)

The Bollywoodtie-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


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BUILDING MARKETABLE PROPERTIES:

International Youth Festival:

an annual youth congregation from around the world to experience global music, fashion, spiritualdiscourses, cuisine, dance and more

A week long festival with simultaneous events (music concert, fashion events, food festivals, discourses onBuddhism, 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 transactionmode (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 personalbrochures

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.


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INTEGRATION OF EFFORTS:

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


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Thank you

You Have A Wonderful Day

Documents

Arunachal Tourism