The Hindu Business Line : Pondy Tourism plans 360-degree campaign

PONDICHERRY Tourism is all set to project Pondicherry as the most happening holiday destination. The tourism body recently kicked off a 360-degree campaign, which includes a series of below-the-line activities, cross-promotions, PR activities, shopping festivals and scrollers on prominent news channels.

Speaking to Business Line, Mr U. Jayraj Rau, Vice-President and Client Services Director, JWT (the agency in charge of the account), said the campaign's focus would not only be to attract crowds from nearby Chennai and Bangalore, but also the national audience, to include Pondicherry on their holiday itinerary to the South. "We have tried to position it as a seven-day weekend destination," said Mr Rau.

To start with, the agency has launched a series of print and outdoor campaigns, which according to Mr Rau, is a reiteration of the existing communication, `Give time a break'.

"The only difference is that we have focused on some great pictures which try to give the campaign an international aura. We have talked about various aspects such as how to lose your excess baggage and unburden yourself, experience French culture in India and so on."

Apart from this, the agency is also looking at organising shopping festivals, air shows and yoga festivals.

Mr Rau said that while the air-show would be held during the last week of December, the shopping festival would be towards the end of January.

"We are also looking at working with tour operators to promote the destination as well as get travel journalists to cover the destination for various publications and TV channels," he said.

The agency has also tied up with retail brands such as Lifestyle, Globus and Shoppers' Stop for cross-promotions, wherein a customer who shops for a particular amount could become eligible for a holiday in Pondicherry.

As far as the other below-the-line activities are concerned, Mr Rau said the agency would distribute leaflets and posters at malls, petrol pumps and on the East Coast Road highway, which connects Chennai and Pondicherry.

"These leaflets and posters, which would talk about the various aspects of Pondicherry, are primarily targeted at people with cars, who are often on the look-out for short get-aways."

More Stories on : Promotions & Offers | Tourism

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
`RCI efforts to promote gifting holidays fruitful'

Airtel offers downloads of M.F. Hussain paintings

Pondy Tourism plans 360-degree campaign

Royal Classic invests Rs 70 cr to strengthen supply chain

Subbulakshmi's voice still bestseller for Saregama

New TV model

MTV's ethnic channels in US

Kids emulsion paints