GUJRAT

A state on the Move A Passion for Good Living A wish for development and growth An aim for "Vasudhaiva Kutumbakam", In Gujarat, Life matters, Living Justifies : Arts, Culture & LifeStyle, Music & Dance, Handicrafts, Literature, Fairs and Festivals

Strategically located on the West Coast of India, Gujarat is also a Gateway to the rich land-locked Northern and Center Vicinity of the country. Gujarat is a home to incredible diversity due to its geographic and strategic location. Its Gujarati pride and rich cultural heritage is reflected in the arts, music, literature, religious traditions, cuisine, fairs and festivals of every city and place. Gujarat is one of the most diverse States in India. Its history stretches over a long years from the age old Harappan Civilization to the Mughal period. Gujarat's endless journey from Roots to Wings is timeless with historical and cultural traditions glorifying the State.

Gandhinagar is the State Capital of Gujarat. Named after Gandhi, the father of the nation, it is situated 32 kms away from Ahmedabad and is proudly the best planned city in India.
Gujarat spearheads the Indian march for the Global Economic Super Power status with access to all Major Port based Countries like UK, Australia, China, Japan, Korea and Gulf Countries, etc.

Gujarat has witnessed Winds of Change under the leadership of Narendra Modi, the CM who believes that "Future of India belongs to Gujarat. With the inherent strength and immense potential, Gujarat is destined to bring glory to the nation. > The social life comprises various languages, customs, festivals, celebrations, costumes, food habits and dwellings of people living in different regions of Gujarat. Language is the very heart of our soul. People of North Gujarat speak northern Gujarati, Central Gujarat speaks Charotari, Saurashtra speaks Kathiawadi , South Gujarat speaks Surti and Kutchh speaks Kutchi.

Efforts are aimed to bring qualitative changes in the life of a common man with the Panchamrut Philosophy : Jan Shakti Powering the vision with its active contributions in education, healthcare and many other sectors.

Gyan Shakti Knowledge is Power in Gujarat - Synergizing Excellence and Innovative thoughts with talent and technology. Here wisdom sets its pace to achieve goals with an inspiring force .

Urja Shakti Gujarat has set a time frame for Electricity Management. Broadband connectivity and uninterrupted electricity supply has remained instrumental in rural development.

Jal Shakti Harnessing Water Resources with emphasis on harnessing rain water and scientific management of water.

Raksha Shakti Enhancing Physical, Social, Economic Security. Security and well being of citizens.

Land of the Legends: Gandhiji Father of the Nation who made India Free Sardar Vallabhbhai Patel Iron man Architect of India Vikram Sarabhai Visionary Physicist Father of Indian Space Program Dhirubhai Ambani The Leader with a vision Jamshedji Tata Father of the Indian Industry

Literature: Krishna Hemchandracharya Mira akho Premanand Narsinh Mehta

Religion & Meditation: Swami Sahajanan Dayanand Saraswati Shrimad Rajchandra Pujya Mota Ahmed Shah Arts: Maula Baksh Ustad Faiz khan Omkarnath Thakur Ravishankar Raval Jayshankar Sundri Research and Science: Dr. Homi Bhabha Dr. Vikram Sarabhai Rubin David Tribhovandas Gajjar Salim Ali Industries (Mahajans): Vastupal Tejpal Premchand Raichand Jamshedji Tata Kasturbhai Lalbhai Gijubhai Badheka

Social and for Country: Dadabhai Navroji Mohandas Karamchand Gandhi Ravishankar Maharaj Indulal Yagnik Shyamji Krishna Verma Sports: Jam Ranji General Rajendrasinh General Manekshaw

Major Cities Ahmedabad, Bhavnagar, Jamnagar, Junagadh, Kutchh, Surat, Vadodara / Baroda, Rajkot Important Tourist Places Ahmedabad The Jumma Masjid Siddi Sayed Mosque Sabarmati Ashram The Pols Sarkhej Roza Teen Darwaja Shah Alam Roza Kankaria Lake Hatheesing Jain Temple Nalsarovar Bird Sanctuary

Bhavnagar Velavadar Black Buck Sanctuary Horse Riding Club

Jamnagar

Lakhota Fort / Museum and Kotha Bastion Bala Hanuman Temple

Junagadh Ashoka's Rock Edicts Uperkot Fort Sakkarbaug Zoo Gir Wildlife Sanctuary Kutch

Mandvi Dholavira Lakhpat Anjar Kakkad Bhit Yaksha Hodka

Surat Dandi Vadodara / Baroda The Laxmi Vilas Palace Kirti Mandir Vadodara Museum and Picture Gallery Maharaja Sayajirao Gaekwad University The Shoolpaneshwar Wildlife Sanctuary

Transport Gujarat has its exuberant means of transportation which ranges from: Airways Sardar Vallabhbhai Patel International Airport National Highways Railways Waterway Accommodation

Airways: Ahmedabad Airport : Sardar Vallabhbhai Patel International Airport Bhavnagar Airport Bhavnagar Airport, 9 km from the city of Bhavnagar. Bhuj Airport Shyamji Krishna Verma, Bhuj Airport. Kandla Airport (Gandhidham) Keshod Airport (Junagadh) Porbandar Airport Rajkot Airport 4 km from the city of Rajkot. Surat Airport Recently inaugurated in Surat, on Magdalla Road. Vadodara Airport domestic airport can be found near Vadodara city in Gujarat.

Domestic Airports International / Domestic Airlines : Air India, Jet Airways,Air Sahara
International Airlines : Air India, Jet Airways, Malaysia Airlines, Singapore Airlines Domestic Airlines : Indian, JetLite, Air Deccan, Kingfisher Airlines, Spice Jet, Go Air, IndiGo

railway routes:Broad Gauge Meter Gauge Narrow Gauge national highway: National Highway 8 A Connects Ahmedabad-Limbdi-Morbi-Kandla National Highway 8 B Connects Bamanbor Rajkot Gondal Jetpur and Porbandar National Highway 8 C Connects Chiloda Gandhinagar and Sarkhej
The first Express Highway number 1 has been operational between Ahmedabad and Vadodara

Travelling is therapeautic Travelling is educational Travelling helps in learning diverse Culture Traits Gujarat harbours picturesque landscapes, historical sites and long stretches of Coastlines A visit to Gujarat is rejuvenating, relaxing, Inspiring Relate to the vibrant culture and make friends Leave with spellbound Memories, lasting impressions and life long learning

OBJECTIVES
Increase awareness of Gujarat as a travel destination for vacations and long weekend. Encourage likely Gujarat visitors to visit the http://www.gujarattourism.com/ , www.gujratindia.com, and www.georgia.org websites. Greater and targeted reach with controlled frequency of message. Need high scale action in a particular time. (From August 2011 to February 2012 as the best time to travel Gujarat is October to March) To lift the profile, cachet and events of Gujarat, highlight the attractions and simplify the process of coming to Gujarat by driving the target to correct sources of information to action travel to Gujarat. Utilizing different types of media for promotion. Need action in a limited time. Increasing media choices and options

MEDIA STRATERGIES

5 basic elements of media strategies WHO is the target audience? WHERE to advertise? WHEN during the year? WHAT opportunities are there to integrate the media planning with other Promotion or Communication tools? HOW often should it run?

The Emerging Tourism Areas In Gujrat

Tourism in Gujarat offers a Travelers Paradise. It offers a wide spectrum of Tourism sectors which sing in the glory of Gujarats rich culture and heritage. Spiritual Tourism Nature Tourism Business Tourism Heritage Tourism Recreational & Eco Tourism Cultural Tourism Urban and Rural Tourism

Mega Marketing Campaign

News Channels ONLINE Banner ads on Yahoo, MSN, indiatimes, Gmail. Facebook & Orkut communities Videos on YouTube Association with Snapdeal.com and dealsnyou.com and offering various getaways deals Promos on news channels for call for entry and tune-in

300 promos of 30
secs 10 episodes across 10 weeks. Promoting spiritual tourism through spirutal TV channels

Zee News, Star News, NDTV 24X7, NDTV India, Sahara News, Aaj Tak, Headlines Today, Times Now, CNN IBN, IBN 7, Live India, India TV, DD news, Sun TV, Jaya TV,

Media strategies
Promotional strategies Communication strategies

Promotional strategies
ATL Activities Use of electronic media such as television and radio. Association with T.V channels like Discovery, Travel guide and History channels, National geographic to meet emerging tourism area needs including heritage, and cultural tourism. Also, associating with religious channels like astha and sanskaar to promote spiritual tourism. Association with radio channels AIR Ahemdabad, 91.1FM,94.3FM including gujrati radio station such as 90.8FM,105.4 gyan vani. TV: Networks, syndication, local, cable, satellite. Use of print media Newspaper advertisement including National, Regional and Local issues. Magazine advertisement in magazine including

Online promotion
Creating online blogs on social networking sites like Facebook and orkut.

Direct mailing.

Associating with websites like snapdeal.com , dealsnyou.com and offering various travel schemes

Out Of Home
Advertising like wall drops and posts in malls Promotional advertisement in cinemas hall in the form of commercials.

Promotional strategies
BTL activities Folk dance performances in the form of road shows in different areas of the world. Conducting small scale fairs and melas in regions covering northern and southern part. Inviting travel writers and film makers. Pictures over taxies and buses. Celebrity endorsement Use of P.R to generate more and more awareness. Promote gujrat as safe place. Add more tourist receptions/offices, centers in metro cities.

Media Mix
Combination of different media, and size of ads Which Media? Which Schedules? Media rational Media evaluation Media impression Media coverage

Medium

projected dates

projected duration

02/09/11 - 04/09/11

9 broadcast weeks

02/09/11 - 04/09/11

9 broadcast weeks

met news

10/05/11 - 12/06/11

insertion weeks (6 calendar wks 3 months

november, december, january september

1 month

Media flexibility

Messages

Promotion

4Ps and 7Ps

Target Market and market segmentation

Market segmentation based on following factors Geographic Demographic Psychographic Behaviourlistic

Primary target
People from neighbouring states(male and female) 20-50 with an average household income of 20K+ and older kids (who can stay home alone or are out of the house) looking for a 3-day weekend (or longer) getaway. Mass tourists Transit and Catchment tourists

Secondary targets
Niche Tourists Travel writers and film makers planners who arrange executive retreats and conferences.

Budget and Resource allocation