...as marketers go gaga, selling Goa!
Be it advertising awards, talent hunts or film festivals, Goa almost certainly figures as the venue for most big-wig gala events that make it to the headlines. The partying never ends in this western coastal state which boasts of splendid beaches, beautiful churches & castle like houses. Reason enough that Goa has been crowned as one of the favourite destination for millions of tourists across the globe. But, the popularity of Goa’s sun-kissed beaches does not come easy, with marketers (both within the state government and outside), leaving no stone unturned. Armando Duarto, Manager – Travels, Goa told 4Ps B&M, “We’ve initiated festivals in Goa throughout the year. In October, we’ve Chocolate Carnival, which attracts a large number of children followed by the Football Fest in November, New Year & Christmas in December, the Wine Festival in January and then the Carnival Celebrations are lined up for February.”
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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