2. INTRODUCTION
Rajasthan is a beautiful place. We have a strong product right there which
is waiting to be marketed in the right fashion. There certainly seems to be a
gap with the way we see Rajasthan compared to foreigners. While
Rajasthan is ranked no. 5 among all Indian states in the number of foreign
visits it is ranked at 10th place when it comes to domestic tourist visits.
(2014 data). It was after 25 years that the state returned to tourism
marketing and earmarked 100 crore budget for Rajasthan Tourism.
4. CAMPAIGN
JANE KYA DIKH JAYE ?
The campaign strikes the right chord with a potential tourist to discover new
experiences in a state which has a lot to offer. The campaign urges to discover
Rajasthan and see it through your eyes to find something new and absolutely
interesting. See it for yourself rather than us pointing out what is so great about it.
It does this by telling stories of different protagonists, some turn out to be funny
while others purely magical. The camel, sand animated logo, folk music in the
background are all elements that make the state of Rajasthan which are
integrated well in the creative to develop an obvious category and product
association.
5. OUTCOME OF THE CAMPAIGN
• Increase in domestic as well as foreign tourists.
• Domestic tourist recorded 17.75 lakhs tourists.
• Foreign tourism recorded 366.65 lakhs tourists.
• Contribution to state GDP increased.
