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Goa Tourism

Goa Tourism

The Brief

Pint-sized Goa is more than beaches and trance parties. A kaleidoscopic blend of Indian and Portuguese cultures, sweetened with sun, sea, sand, seafood and spirituality, there's nowhere in India quite like it. Goa is the smallest state with maximum contrasts. However, not many travel enthusiasts know this, they associate Goa with just beaches. Unlike other tourist destinations, Goa intended to showcase its 360-degree offerings to audiences in maximum cities across India, and promote their newly launched web portal and plethora of tourism services.

Goa Tourism

OBJECTIVE

To attract tourists from across India by increasing visibility in major tier-I and tier-II cities, by displaying Goa’s stunning visual contrasts and abundant tourism services through larger-than-life-formats and promoting the newly launched portal in all communication.

Goa Tourism

THE CHALLENGE

Reaching audiences across the country to change the perception that Goa is just a beach-destination, and create awareness that the state offers a plethora of tourism services.

Goa Tourism

COMMUNICATION STRATEGY

To create awareness about Goa's abundant offerings and also the newly launched web portal, we strategically advertised on 100 outdoor properties (primarily hoardings, gantries and towers) in 11 cities viz. Ahmedabad, Agra, Amritsar, Bhubaneshwar, Chennai, Cochin, Jaipur, Kolkata, Lucknow, Trivandrum & Vadodara. The outdoor sites were displayed at prominent landmarks in each city with the intention of attracting maximum eyeballs among elite audiences.

CREATIVE IDEA

Goa being the "smallest" state (in geographical area) with "maximum" contrasts (in terms of tourism offerings), the creatives displayed across various locations portrayed these "contrasts" that this world-renowned destination offers, in larger-than-life visuals, incorporating the brand’s colour palette.

Goa Tourism

THE RESULT

The 3-month, 11-city, 100-billboard campaign resulted in massive visibility for the brand across India.

Goa Tourism