The Goa government in a bid to fillip the state’s tourism has now designed a multi-pronged campaign which is bound to woo the affluent Indian youth. Bollywood Actor Prachi Desai has been roped in as the brand Ambassador to promote Goa as a safe tourist attraction.
"As we grow, we need to change strategies. While we are not diverting from promoting Goa as a family destination, we realise that almost 50% of India's population is below the age of 25, and we are looking at targeting the affluent youth, who are a growing segment," said state tourism secretary M M Modassir.
The state tourism department will launch a `Love Aaj Kal Go Goa Contest', a contest promotion which will be aired during the global premiere of the movie `Love Aaj Kal' on August 15th at 8 pm. "Viewers will be asked three simple questions on Goa with winners standing a chance to win free holiday packages with airfare. In a true demonstration of public-private partnership, the TTAG will be pitching in with 3 night- 4 day holiday package for winners of the contest," Tourism director Swapnil Naik said.
The campaign that will cost around Rs 1.75 core will span for 2 months and include TV, press, online and retail activation, celebrity representation to mainly target the domestic market.