the goan I network
PANAJI
The new theme, ‘Script Your Adventure’, a brand new campaign TVC along with an ad campaign and marketing collaterals was launched on February 16 February this year by Karnataka chief minister H D Kumaraswamy. The scheme, launched in the presence of Sa Ra Mahesh, minister for Tourism (Karnataka) along with secretary Tourism (Karnataka) Anil Kumar, IAS, Priyanka Mary Francis, IAS, director-Tourism, Vijay Sharma IFS, MD-JLR and Kumar Pushkar IFS, MD-KSTDC, will promote the State of Karnataka as a tourist destination in the national and international tourism market.
While expressing his happiness that Karnataka Tourism has chosen a novel theme for the promotion of tourism in the State, the chief minister Kumaraswamy congratulated the Tourism department for conceiving this wonderful film and ad campaigns. “I am sure this promotion will help to project positively Destination Karnataka in the international and national tourism markets and will help us in becoming India’s best tourist state in the coming years,” stated Kumarswamy.
Positioning itself as ‘One State, Many Worlds’ Karnataka has reasons to come up with such a scheme. Karnataka is a state of diverse landscapes and experiences, and offers every tourist a unique holiday and lifelong memories. From ancient temples and monuments, verdant forests teeming with amazing flora and fauna, pristine beaches, romantic hill stations to people undertaking pilgrimage to many of the divine destinations. Thus, making it an ideal place for a traveller with diverse interests. With the diversity of destinations and the unique experiences, a traveler gets in Karnataka, the theme will benefit every type of visitor.
Explaining how the scheme will benefit Destination Karnataka, the minister for Tourism Sa Ra Mahesh stated, “True to its tagline - One State, Many Worlds - Karnataka has something for every kind of tourist. The State has a plethora of rich offerings for all to enjoy; be it heritage, culture, nature, beaches or wildlife. All these will help the travellers to script their own unforgettable experiences here.”
What is the USP of Karnataka and is there any best time to visit the State, one wonders. There is no doubt that like every State in India, the USP of Karnataka is its sheer diversity. A State of diverse landscapes Karnataka offers a unique holiday and lifelong memories to those who visit it. Mother Nature has been very kind to Karnataka and there is just no definite best time to visit here.
Q & A
Q:Which are the source markets for International arrivals and what measures are you taking to attract them?
Ra Ga Mahesh: The main source markets are from European countries like the UK, Germany and France. US is also a big source market specially in the business segment. You also have countries like Japan which is also becoming a favourable market due to many Japanese companies located here. We have been participating in major trade fairs in these focus markets to be visible and attract the travellers. Moreover, since 2018, we have also been conducting exclusive marketing meets in key target market cities like Paris, London, Frankfurt etc. This has helped us interact directly with the people who matter in these cities and this has been of immense help to all the private stakeholders we take along for such shows.
Q:What are the new destinations or developments planned in the state, with a view to promoting tourism?
RGM: The department of Tourism has been trying hard to put in new infrastructure and projects for tourism development. For eg, for Badami which is a lesser known heritage destination when compared to Hampi or Mysuru, we have initiated and asked for the budget for creating Badami as model tourism destination and an interpretation center.
In the accommodation sector, Jungle Lodges & Resorts (JLR), already the pioneer of ecotourism in the country with the largest chain of eco resorts also expanded their portfolio with new properties in last coupe of years. Recently, they have taken over the administration of the iconic Lalith Mahal Palce hotel in Mysore. We are also seeing many prestigious home grown and international hotel chains opening new properties in Bengaluru and other destinations. All this is vital for attracting tourists/ tour operators in bringing in more tourist.
South India’s first and only luxury train is being revamped and will be ready for operations by September-October 2019.
Q:Please enlighten on new tourism campaign and promotional strategy that was recently launched
RGM: ‘Script your Adventure’ is our new brand campaign for this year. Its quite an innovative concept and perfect for such a diverse destination. We have a full-fledged campaign with a brand campaign TVC, five print ad campaigns and new marketing collaterals in English and six foreign languages.
TVC - A whole new Brand Campaign TVC of the destination, this film captures the beauty and the diversity of the state through the eyes of a female tourist. She enjoys the sheer magnificence of the state and its offerings like Hampi, Badami, Yana, Bijapur, Om Beach, Yakshagana performance, Golden Chariot, Mysore Palace, Kabini safari, Manjarabad Fort and Bengaluru city life.
Print Ad Campaign - The destinations of Hampi, Manjarabad Fort, Kabini, Mysuru and Om Beach will be showcased. These destinations will be showcased in a whole new perspective using innovative photography.
Marketing Collaterals - A set of new brochures, leaflets and maps will be conceptualized in English and six foreign languages namely German, French, Russian, Chinese, Japanese and Spanish.
