With Prachi Desai as brand icon for Goa, the campaign uses all mediums including TV, Press, Online and Retail activation.
Hitesh Ranot | Delhi | August 17, 2010
AMO Communications Pvt. Ltd., an affiliate of the Percept – Hakuhodo group, has once again charted out a new course for Brand Goa. Goa Tourism in association with Zee TV has unveiled the “Love Aaj Kal Go Goa” contest. The contest will be open till 18 August 2010 until 5.00 pm for receiving entries.
In true spirit of the 360-degree engagement, the new campaign for Goa Tourism designed by AMO Communications will straddle multiple touch points to target India’s affluent youth. Commenting on the strategy Elvis Dias, Managing Director, AMO Communications said, “With a destination like Goa, and with 50% of India’s population below 25 years of age, it was time that we looked at the Indian youth as a separate universe for targeted communication.”
The campaign will be directed primarily at the domestic market, spanning the communication mediums that include TV, Press, Online and Retail activation. After considering various options in Sports, Films and TV, AMO Communications also zeroed in on Prachi Desai as the perfect brand icon for Goa. “Choosing someone to embody Goa was a tough process”, said Elvis Dias. “One must realize that despite Goa’s colonial past and its association with ‘living the good life’, Goa’s basic value system is very Indian. For the Indian youth, brought up in the Indian value system, we needed a celebrity who straddles multifarious aspects, a contemporary attitude, yet seeped in Indian values”, he added.
The 360-degree campaign designed by AMO Communications however uses the celebrity involvement only as a force multiplier rather than a nodal point. Commented Elvis Dias, “We will kick off with a mega promotion, to coincide with the global premiere of the blockbuster ‘Love Aaj Kal’ on the 15th of August at 8.00 pm, during which viewers will be posed 3 simple questions on Goa, with winners standing a chance to win Free Holiday Packages with Airfare. The contest will be open until August 18, 2010 till 5:00 PM.” Continued Elvis, “These winners after having experienced Goa’s multi-faceted natural beauty and vibrant culture are expected to be the emissaries of Goa amongst their peers, thus attracting more tourists to Goa.”
“Based on our earlier experiences, we expect around 10 Lakh entries, thereby also creating a ready database for targeted campaigns in the future”, added Dias.
TV promos profiling the imagery of Goa, cleverly juxtaposed against the feature film, are already on air, drumming up awareness and excitement levels. Viewers of the movie who wish to participate in the contest will be required to log on to the GTDC website www.goa-tourism.com, to answer the questions and enter the contest, via a specially created micro-site.
The contest promotion will also be heavily publicized through promos on the TV screens at all Future Group establishments, including BIG BAZAAR and Pantaloons, thus imparting a true 360-degree feel to the campaign. With Independence Day sales (and hence high footfalls) around the corner, this activity is expected to deliver high awareness and recall levels. Press advertisements are also planned in main dailies, on days leading to the movie premiere to further increase participation and ensure maximum eyeballs. It’s only after the contest that a specially created TV commercial featuring Prachi Desai will be telecast during August and September.
“We are sure we will be able to reach the youth and motivate them to come back to Goa again and again, very much like what Prachi says in the commercial”, commented Elvis Dias.