Tourism campaigns are an excellent way to promote a destination. Movies have been known for long to do that through their outdoor locations shootings. Here are a few things to keep in mind.

1. Destination PR decoded
Tourism Promotions Travel
Packages Branding Experience
Leisure Hospitality…….

2. 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

3. 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)

4. 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

5. 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.
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.
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.

6. 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.

7. 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.

8. This presentation is a property of Image Management website. All rights are
reserved © 2012
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