...as marketers go gaga, selling Goa!
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Unlike any other travel destination, the Government of Goa has made special promotional efforts to position the state as a 365 day holiday destination. Armando further adds, “We’re branding Goa as a lifestyle and year long tourist destination because of the social climate of the state. Every year we witness a large growth in tourists from different cultures.” These efforts can be dated back to 2002 when a contest titled Dil Chahta Hai in association with Star Plus & Air Sahara was organized to give impetus to domestic tourism.
Last year too, Goa Tourism development Corporation Ltd. Tied up with Go Air to develop a common brand ‘Go Goa’ under which Go Air passengers were given special rates in Goa hotels & other free offers were included in the scheme. Further, a unique promotion was undertaken by Big FM recently to acknowledge the cultural heritage of the land of Goa or the ‘Big Wonders of Goa’ campaign wherein listeners vote for their favourite monuments. This hub for film festivals and award functions, Goa – Vasco DaGama’s destination has truly transformed itself into a dream destination.
Edit bureau: Aditi Soni
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Source : IIPM Editorial, 2008
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