Financial Daily from THE HINDU group of publications
Thursday, May 18, 2006
Financial Daily from THE HINDU group of publications Thursday, May 18, 2006 |
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Marketing
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Events Industry & Economy - Tourism States - Karnataka `Media must be more creative while promoting tourism' Our Bureau
Bangalore , May 17 Tourism in new forms should provide the media with opportunities to be more creative to address different interest groups with better marketing of the products. Media today is highly segmented and it is very easy to reach these different groups using a well-targeted media plan, with different creatives, said Mr Aditya Tripathi, Vice-President, Lifestyle Discovery Networks India. "You can either segment your target audience by location - have different advertisements for domestic travellers, for Asia and for Europe - or you could have even more tight targeting by using different media vehicles to target different interest groups." Speaking at the two-day Karnataka Tourism Expo in Mysore, Mr Tripathi said that the Internet could also be used to impart detailed information, so that once the mass media advertising had kindled someone's interest, they could come to the Web site and plan the details.
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