Client briefPromote Maharashtra as a tourist destination Phase 1
Tasks• Get into the consideration set of ‘tourist destinations’• Create awareness about Maharashtra as the tourist destination
Sources of information• Research on Travel habits – A study done by O&M and Mode to explore travel habits of Indians• International passenger survey – A study by the Ministry of tourism• Dipstick – A qualitative study in Mumbai among – Domestic and International tourists
Tourists• Tourists can be broadly classified into• INTERNATIONAL TOURISTS – Foreign travellers – NRIs visiting India – In transit travellers• DOMESTIC TOURISTS – From other states visiting Maharashtra – From Maharashtra itself
International tourists • 69% tourists were of the age group 25 - 44 years • 32% are self-employed and 41% in private sector • 41% were in the high income bracket • Male tourists out-numbered female tourists – 41% - First time visitors – 22% - Repeat visitors – 8% - Visited India 6 times – 40% - Leisure holiday – 32% - Business – 16% - Visiting friends and relatives Young, wealthy, adventurous looking for a great holidaySurvey among 20,000 intl tourists in 1997-98
Domestic tourists• Price conscious tourists – Prefers cost effective packages to avail LTA – Not adventurers and crazy about ‘Bollywood’• Free individual traveller – Likes to indulge, money not a constraint – Prefers packages- eg. Like Eurorail – Preferred attractions - Himalayas, Kulu-Manali, Rafting in UP, Casino in Goa, Nepal• Up market tourists – Prefers travelling by air – Adventures - new generation sports – Prefers exotic places – Frequent holidayer abroad, sometimes explores India Economy and adventure and a great holiday
Tourists - dipstick• Areas probed – Reasons for coming – Places they plan to visit – What comes to mind about Maharashtra – Information sources Source: Dipstick
Tourists - Attitudes / perceptions• Reasons stated range from – Business, pleasure, visiting relatives, students• Plan to visit – Domestic - Mahabaleshwar, Matheran, Pune – International - Aurangabad, Mahabaleshwar• What comes to mind about Maharashtra – Domestic - Beaches, sky scrapers, Hill stations, Osho ashram, film city – International - Mumbai city, busy city life, crowded city, great food• Information sources – Friends, relatives, internet, travel agents Source: Dipstick
Tourists - Attitudes / perceptions• Learnings – Mumbai a destination to go elsewhere – Their perception about Maharashtra are driven by what they know or have heard about Mumbai – Beyond a few places nothing else comes to mind about Maharashtra – Not much idea on getting further information even if they want to Source: Dipstick
Our target audience International Tourists Domestic Tourists• Visiting India for the • Looks for new places to first time go to everytime• Young and adventurers • Has seen the regular• Looks for a place to places retreat and great • Aura of Mumbai and entertainment Bollywood very strong• Convenience in terms • Usually one who avails of travel and his LTA information
Key barriers to not considering Maharashtra as an ideal destination• Maharashtra not ‘Top Of Mind’ in the consideration set – As a tourist destination – And no ‘definite’ idea of what Maharashtra has to offer Source: Dipstick
Competition - Consideration set• North India – Delhi, Rajasthan – Historical significance – Taj Mahal, Jim Corbett, Palace on Wheels• South India – Tamil Nadu, Kerala – Temple town, hill stations and scenic Kerala• And Goa – Beaches
Brand challenge• To change the way tourists look at Maharashtra – To get Maharashtra into the consideration set of tourists destinations – And be seen as a ‘great tourist destination’
What Maharashtra has on offer• Historical and cultural – Ajanta-Ellora, Elephanta, Karla caves• Adventure – Sanctuaries, water sports, mountaineering• Leisure activities – Hill stations, coastline• Shopping, city life – Mumbai• Pilgrimage locations – Shirdi, Phandarpur, Ganpatipule• And an excellent geographic advantage Something for everyone
Advertising tasks• Awareness of Maharashtra as a ‘great tourist destination’ – A variety of places to see and things to do – Well connected – Easy to get information
Advertising StrategyA Promote Maharashtra as a ‘holidayer’s paradise’B Promote newer destinationsC Provide incentive to come & visit Maharashtra
Brand Strategy• Promote Maharashtra as a ‘holidayers paradise’ Proposition – ‘Maharashtra has some something for everyone’ – More to see, more to do = more fun Support – All kinds of destinations – Well connected – And easy to plan Promote in mass media supported by PR
Brand PositioningIncredible beaches to forts to caves to hillstations to temples to city life brimmingwith culture and heritage the state offerunlimited destinations and hence it wasapt to position the state as :“MAHARASHTRA UNLIMITED “
Ajanata & Ellora Phase II of the Campaign topromote Maharashtra has a great historical heritage site.
ObjectiveTo take the first step towards enlighteningthe potential domestic /internationaltourists to visit both Ajanta & Ellora caves
Target AudienceHigh and middle income group travellers inUSA, UK, France ,Germany Japan , MiddleEast and in India.
Advertising StrategyUse short simple stories to reveal thehuman side to the caves with an emotionaltouch .
Key MessageTell the people that it’s a worldheritage site. “The pinnacle of India’s Golden Era.
Results• Tourist traffic to Ajanta and Ellora from major buddhist centres has gone up.• The prestigious PATA awards was given to the state for the conservation of the caves and promoting Ajanta and Ellora has a great tourist destination both in India and abroad.
Destination CampaignPhase III of the campaign post September 11
Situation• Drop in inbound travel drastically• Tours operators report 50% cancellation by overseas travelers to India.• Major Airlines suspend operations in India.• Travel plans defered• Western countries and MNC’s have put out travel warnings in the wake of attacks• Tougher and longer airport check-ins and stricter visa requirements made people to postpone their travel plans.
OpportunityCash on September 11.Woo domestictourists to visit destinations acrossMaharashtra.
Objectives• Double the tourist traffic into the state in next five years.• Brand MAHARASHTA UNLIMITED as an international tourist destination.
Target Audience• High and Middle income group travellers in mega cites in India.
Strategy• Think of Maharashtra first before leaving the country for the same travel experience since the Indian tourist has historically always aspired to go on an International Holiday.• Benchmark the destinations in Maharashtra to some of the famous international tourist spots.• Focus on keys markets in India.
Key PropositionMaharashtra has everything to Offer.So why go anywhere else ?
TacticsBuild credibility by depicting famousinternational travel spots ranging fromarresting scenic views of exquisitemountain ranges to mystical forests toexotic beaches.
Results• Created high awareness among the potential tourists and tour operators• According to MOT traffic has increased to Maharashtra.• The campaign has received accolades from both India and abroad• Campaign featured in Archive Magazine which is known for showcasing outstanding global advertising.
Launch of the Luxury Train Deccan Odyssey Campaign strategy
Brief• Luxury train in a market where tourist have : - better known alternatives - other places/states on more high priority• But on positive side: - Key destinations are on the route eg: Ajanta Ellora, Goa etc. -Luxury and hi-tech combined.
The Product• The Deccan Odyssey is a luxury train, a veritable palace on wheels that is being launched in Maharashtra• Passengers will experience the decadent comforts of India’s regal past .• A seven day journey starting from Mumbai to Ratnagiri, Goa, Pune, Aurangabad, Nashik and back.
Target Audience• Primarily looking at high value International tourists in major countries like US, Europe etc.• Will also look at high net worth individuals in the domestic markets.
Objectives• Announce the launch of the arrival of the train in foreign markets to woo travel operators.• Build awareness about the train and use it as a strong platform to promote Maharashtra in the international markets.
StrategyPosition the Deccan Odyssey as a railjourney in which passengers travel likeIndian Royalty.
Tactics• Used the traditional modes of travel of Indian kings to symbolise the luxury one will experience and enjoy on board the Deccan Odyssey.• Encash on Royalty to promote Luxury.• Stunning backdrops were shot of the Maharashtran country side with visual depicting a train of elephants, Palanquins, horse drawn carriages and boats.
Media• The campaign has been advertised in major travel journals in international markets like the Condenaste Traveler.• Premium looking brochure has been mailed to tour operators in US, Europe, Singapore and Dubai.
Results• After the soft launch at World travel mart last year. The campaign has evoked good response from the international tour operators.• Has already won an advertising award at the Abby awards in Mumbai.