Converting an off season into an on season is almost impossible. Rate cuts are the known tactic and this poses the risk of eroding the exclusivity and the luxury/premium tag the destination and the property enjoys. The "Dream season in God's own country" attempted to do just that and it worked. Titled "Kerala within your reach" it roped in 177 industry partners to provide value for money packages.The target audience was not the upmarket foreign traveler, but the cost conscious domestic tourist. The off- season seemed the right window for them in terms of timing and solved the issue of diluting the equity and cannibalizing the foreign market. The effort resulted in a 15.2% increase in arrivals during the off season and provided a fillip to the industry partners in the middle and lower revenue segments.
This campaign won the Gold Award in Marketing at the PATA Travel Mart 2009 (Pacific Asia Travel Association) from among 236 such entries. The campaign was designed by Stark Communications which has been handling this account for more than a decade. The Director of Tourism is Mr Shivshankar IAS, my senior from the Institute of Rural Management Anand.
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