Post on 21-Oct-2014
description
30/5/2000
Maharashtra TourismA Strategy Presentation
Client brief
Promote 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
Survey among 20,000 intl tourists in 1997-98
Young, wealthy, adventurous looking for a great holiday
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
Source: Dipstick
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
Our target audience
International Tourists
• Visiting India for the first time
• Young and adventurers• Looks for a place to
retreat and great entertainment
• Convenience in terms of travel and information
Domestic Tourists
• Looks for new places to go to everytime
• Has seen the regular places
• Aura of Mumbai and Bollywood very strong
• Usually one who avails his LTA
Source: Dipstick
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
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 everyoneSomething 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 Strategy
A Promote Maharashtra as a ‘holidayer’s paradise’
B Promote newer destinations
C 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 Positioning
Incredible beaches to forts to caves to hill stations to temples to city life brimming with culture and heritage the state offer unlimited destinations and hence it was apt to position the state as :
“MAHARASHTRA UNLIMITED “
Ajanata & Ellora
Phase II of the Campaign to promote Maharashtra has a great
historical heritage site.
Objective
To take the first step towards enlightening the potential domestic /international tourists to visit both Ajanta & Ellora caves
Target Audience
High and middle income group travellers in USA, UK, France ,Germany Japan , Middle East and in India.
Advertising Strategy
Use short simple stories to reveal the human side to the caves with an emotional touch .
Key Message
Tell the people that it’s a world heritage 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 Campaign
Phase 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.
Opportunity
Cash on September 11.Woo domestic tourists to visit destinations across Maharashtra.
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 Proposition
Maharashtra has everything to Offer. So why go anywhere else ?
Tactics
Build credibility by depicting famous international travel spots ranging from arresting scenic views of exquisite mountain ranges to mystical forests to exotic 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.
Strategy
Position the Deccan Odyssey as a rail
journey in which passengers travel like Indian 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.