Destination PR decoded

Tourism Promotions Travel Packages Branding

Experience Leisure

Hospitality…….

A Great Destination

• Is where a tourist dreams about going• Offers satisfactory information to travelers• Promises a unique experience• Delivers the promised experience• Is well equipped to handle the inflow of

tourists• Is present on every tourist map

Destination Marketing

• Most Tourism boards are promoting their tourist spots through integrate marketing campaigns across all platforms including TV, Print, OOH and Digital Media

Our list of top 5 recent tourism Campaigns:1. Kerala (Your Moment is Waiting)2. Gujarat (Khushboo Gujarat Ki)3. Hong Kong (Asia’s World City)4. Madhya Pradesh (Hindustan Ka Dil Dekho)5. Tourism Australia (There’s nothing like it)

Celebrity Ambassadors

As nations and regions across the world compete for a share of the world’s massive tourism pie, celebrity endorsements and high-profile ambassadors can play a major role in creating tourism brands that translate well over borders.

Amitabh Bachchan Chetan Bhagat Dev Patel

In-Film promotions

Movies are an effective way to promote.

Individual endorsements are not the only medium of promotion and communication medium for tourism boards. For years, movies have been a successful vehicle for tourism branding and image management.

2. More recently, Zindagi Na Milegi Dobara was seen as such a golden opportunity for promotion that Spain’s tourism authorities actually collaborated with the film-makers to ensure all possible help in filming.

1. From the Lord of the Rings, which is credited for having raised New Zealand’s profile, to Bollywood’s DDLJ, that made Switzerland an attractive destination for many Indian families, movies have had the power to create a special bond between viewers and on-screen locales.

Sports attract too

• The importance of sport as an effective branding and promotional platform cannot also be overstated.

1. The Olympics, FIFA World Cup, the ICC World Cup, all are acknowledged as having provided major boosts to the host nations’ tourism campaigns.

2. Over the past few years, such collaborations have intensified to the point that sports, celebrities and movies are now seen as legitimate and powerful vehicles of branding.

Some points to keep in mind

• For an effective promotional campaign, the communication process is highly dependent on clarity of the message and advertisers have to ensure that the destination is promoted keeping in mind the target audience and the type of vacation or destination being promoted.

• Movies, being a visual medium, are also effective for subtly creating the right brand – subtlety is the key here, in combination with using the right visuals to create the ideal impact.

• It is also necessary to use the appropriate celebrity or movie for a campaign – perhaps even celebrity couples could be the key to promoting a destination as a romantic holiday.

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