This presentation includes: - Rajasthan Tourism Marketing Strategies - Rajasthan Advertisement Campaign

1. Submitted To- Submitted By-
Mr. Prince Verma Yogesh Raturi
MBA (Tourism) 1st sem

2. Rajasthan is one of the most popular tourist destinations in India, for both domestic and
international tourists. Rajasthan attracts tourists for its historical forts, palaces, art and culture with
its slogan ‘Padharo Mahare Desh’. The palaces of Jaipur, lakes of Udaipur, and desert forts
of Jodhpur, Bikaner, and Jaisalmer are among the most preferred destinations of many tourists,
Indian and foreign.
Rajasthan is one of the most fascinating states of India with respect to culture,
settlements, traditions as far as the dress, food, human and economic activities are concerned. It is
one of the proper examples of natural beauty and long history. Irrespective of rich cultural roots,
Rajasthan is equally modern and flourishing as any other urban city. The state roads flaunt the most
expensive vehicles and at the same time run camel carts, horse drawn tangas and scooter
rickshaws. Rajasthan's topography is a mixture of the sandy deserts and green vegetation. It is
home to the Great Indian Thar Desert and the Chambal River which is solely responsible for the
water supply in the region.

3.  The tourism industry is unlike any other because, instead of a
product, you are selling a place and all the things it has to
offer. You are competing with the entire world every time you
promote tourism in a given destination, and this high level of
competition demands a creative and unique approach. To be
successful, your marketing should constantly put forth the
best possible image of your destination, while creating
interest on a broad scale in as many ways as possible.

4.  'Padharo Mahare Desh‘ slogan was launched as a tourism campaign in
Rajasthan in 1993. The campaign continued till 2007. In 2008, a new slogan
'Colourful Rajasthan' came up. It was in 2016 when 'Jaane Kya Dikh Jaye' was
coined as the new slogan for Rajasthan Tourism.
 Various schemes have been taken up with the assistance of Central
Government, & Government of Rajasthan to improve the conditions of tourism
and tourist infrastructure in Rajasthan which is full of tourism potential from the
earliest time. Government of Rajasthan also encounter the importance of online
marketing strategies to encourage the maximum tourist both from domestic
and international to visit Rajasthan.

5.  Rajasthan Tourism 1.0 was from Independence till the early 80s, whose engine was the
state’s landscape.
 Rajasthan 2.0 began with heritage hotels and forts. Now,
 Rajasthan Tourism 3.0 combine assets from both phases with an aggressive marketing
campaign, a new logo and packed experience calendar that is being developed. In order to
market and promote Rajasthan Tourism, Government of Rajasthan Decided to launch a Ad
Campaign. The Ad campaign is part of an overall plan for Rajasthan Tourism 3.0.

6.  Indian Tourism advertisement race was started by Kerala Tourism
department, with their “God’s own country” campaign. It was a huge
success, and today we know that Kerala is renowned across geographies.
Soon followed by India Tourism department, with the Incredible India
campaign. While campaigns like Incredible India, Kerala, Madhya Pradesh
and Gujarat Tourism advertisements have been hit, Rajasthan Tourism
Department also feel the need to launch a Campaign but this time to Show
Rajasthan in a new way.

7. The Rajasthan Government has finally decided to market the Rajasthan after an interval of 25
years and has rolled out a multi-year, multi-modal and multi-narrative domestic and
international campaign on January 15, 2016, titled with the ‘Jaane Kya Dikh Jaaye’ tagline, to
raise the annual tourist arrivals to 50 million by 2020. The ad campaign consists of six films, of
which five are named after the protagonists who featured as tourists in the videos. The sixth
film is a stop-motion animation on sand which reveals the new logo of Rajasthan Tourism. The
Rajasthan is synonymous with scenic imagery of sand dunes, majestic palaces, traditional folk
music and dance. But, the latest Rajasthan Tourism ad campaign attempts to showcase the
state in a different light. It highlights the message that ‘Rajasthan looks different through the
eyes of different travelers'. The Rajasthan government has allotted Rs 100 crore for the new
ad campaign in order to boost tourism in the state.

8.  The first Ad titled Janesthan, show
how Jane, a foreign traveler finds her
Rajasthan, when a diversion on NH-76
leads her to the breathtaking view of
Garadia Mahadev in Kota.
 The second Ad titled Aryasthan,
shows Rajasthan through the eyes of
Arya and his friends stranded in the
middle of a Thar desert and how he
finds his own Rajasthan.
 The third Ad titled Binoysthan, shows
Binoy, a tourist of Delhi visiting
Kuldhara – A haunted and mysterious
village in Jaisalmer.

9.  The fourth Ad titled Meerasthan,
features Meera a small girl goes
into her own world and wonder as
she goes for a hot air balloon ride
with her father and finds her
Rajasthan.
 The fifth Ad titled Huansthan, is
about a Chinese traveller stands
shocked by the epic scale and
never ending walls of Kumbhalgarh
fort in Udaipur, her Great Wall, but
away from China where Huan finds
her own Rajasthan.
 The sixth and the last Ad
introduces the new logo of
Rajasthan Tourism unveiling from
the sand of Thar desert.

10. The campaign, which has been conceptualized by team Ogilvy and guided by Piyush Pandey, executive chairman and
creative director, South Asia, Ogilvy & Mather, aims to change the way the state has always been perceived. The
challenge was to attract the youth to a different Rajasthan, a destination for adventure seekers and explorers.
This creative campaign showcases Rajasthan through the eyes of different travellers and aims to highlight
some of the lesser known parts of this historic state. Given the vastness of this state and its diversity, every traveller is
sure to find and spot his own mini version of Rajasthan. The multi-crore rupees media campaign aims to double the
annual footfalls of international tourist from the existing 1.5 million to 3 million by 2020. This mega advertising
campaign kick-starts the ambitious plans of the Rajasthan government to herald Rajasthan 3.0, which is not only about
landscape, harsh terrains, heritage forts but an integrated approach focused around experience, infrastructure,
cleanliness, security and marketing. The five films aims to change the perception of Rajasthan that is limited to the
Hawa Mahal or old palaces, forts and the desert but to show everything Rajasthan has to offer you – warm and kind
people, amazing sunsets, stunning landscape and the diversity at every step.

11.  Despite wide and deep attractions, the state’s lack of tourism marketing over the
last 25 years has resulted in the state falling considerably in international tourism its
share has fallen from 33% to 20% of international travelers and domestic tourism
arrivals because of aggressive efforts from other states like Madhya Pradesh,
Gujarat and Kerala. Tourism is not only employment intensive, but capital efficient:
it generates 78 jobs per million rupees of investment compared to 45 jobs per
million rupees in the manufacturing sector.

12.  It was observed that tourism department of Rajasthan wanted to use the social media. They were also
sensitizing about the importance of this communication medium. But due to its viral ability, the
requirement of high level of engagement and demand for instant gratification; they face some challenges
to control and manage this medium of communication. One of the major reasons for not using social
media by the department is a lack of assigned skilled resources for the purpose. So it is suggested to
select a core team with a clear definition of roles and responsibility to implement social media.
 Adglobal360 is a premier digital marketing agency which is currently running all Rajasthan Tourism Social
Media pages. Before it was run by Ogilvy and Mathers.

13.  Rajasthan tourism has also launched its own website
that currently offers all the information on the state
tourism to the tourists. It endeavors to broad base this
website and offer online assistance to private investors
on investment opportunities in the state. The website
provides all the information related to hotels, places,
about Rajasthan culture, food and more.
www.tourism.rajasthan.gov.in/