PANAJI
Amid increasing competition from other domestic destinations, Goa Tourism is planning a Rs 4.35-crore domestic marketing blitz across Maharashtra, Madhya Pradesh, Delhi and Haryana to strengthen the visibility of Brand Goa.
The department has invited bids from its empanelled Category-A marketing agencies to organise domestic roadshows, public activations and an on-road advertising campaign, with an estimated cost of Rs 1.45 crore for each state package, excluding GST. The three packages cover nine cities.
The Maharashtra package includes Mumbai, Nagpur and Pune, while the Madhya Pradesh package covers Gwalior, Indore and Bhopal. The Delhi-Haryana package includes Gurugram, Ghaziabad and Delhi. “Increasing competition from other domestic destinations, changing traveller preferences and the emergence of new tourism products across states have compelled Goa to strengthen the positioning of Brand Goa in key domestic source markets,” an official said.
The campaign will seek to promote Goa beyond its conventional beach image by showcasing its culture, heritage, cuisine, festivals, hinterland experiences, wellness, adventure, MICE, destination weddings and responsible tourism.
The campaign will combine roadshows with public-facing promotions using branded mini-buses or promotional vans fitted with LED screens.
“The vehicles will display Goa Tourism films, promotional videos and even anamorphic or 3D illusion-style advertisements at high-footfall locations and along approved routes. Each target city will have a two-day campaign, including mobile promotion and a Goa Tourism roadshow/destination outreach session. Each roadshow will be required to attract at least 100 travel trade representatives and 20 media representatives,” the official added.
The campaign is to be completed within 30 days of the issuance of the Letter of Award for each state package.
