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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
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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.
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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 ShaktiHarnessing 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.
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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
Miraakho
Premanand
Narsinh Mehta
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Social and for Country:
Dadabhai Navroji
Mohandas Karamchand Gandhi
Ravishankar Maharaj
Indulal YagnikShyamji Krishna Verma
Sports:
Jam Ranji
General Rajendrasinh
General Manekshaw
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Major Cities
Ahmedabad, Bhavnagar, Jamnagar, Junagadh, Kutchh, Surat, Vadodara / Baroda,
Rajkot
Important Tourist Places
AhmedabadThe Jumma Masjid
Siddi Sayed Mosque
Sabarmati Ashram
The Pols
Sarkhej Roza
Teen DarwajaShah Alam Roza
Kankaria Lake
Hatheesing Jain Temple
Nalsarovar Bird Sanctuary
Bhavnagar
Velavadar Black Buck Sanctuary
Horse Riding Club
Jamnagar
Lakhota Fort / Museum and Kotha BastionBala Hanuman Tem le
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Junagadh
Ashoka's Rock Edicts
Uperkot Fort
Sakkarbaug Zoo
Gir Wildlife Sanctuary
Kutch
Mandvi
Dholavira
Lakhpat
Anjar
Kakkad Bhit YakshaHodka
Surat
Dandi
Vadodara / BarodaThe Laxmi Vilas Palace
Kirti Mandir
Vadodara Museum and Picture Gallery
Maharaja Sayajirao Gaekwad University
The Shoolpaneshwar Wildlife Sanctuary
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Transport
Gujarat has its exuberant means of transportation which ranges from:
Airways
Sardar Vallabhbhai Patel International Airport
National HighwaysRailways Waterway
Accommodation
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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
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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
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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, lastingimpressions and life long learning
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OBJECTIVES
Increase awareness of Gujarat as a travel destination for vacations andlong weekend.
Encourage likely Gujarat visitors to visit thehttp://www.gujarattourism.com/ , www.gujratindia.com, andwww.georgia.org websites.
Greater and targeted reach with controlled frequency of message.
Need high scale action in a particular time. (From August 2011 to February2012 as the best time to travel Gujarat is October to March)
To lift the profile, cachet and events of Gujarat, highlight the attractionsand simplify the process of coming to Gujarat by driving the target tocorrect 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
http://www.gujratindia.com/http://www.gujratindia.com/http://www.gujratindia.com/8/2/2019 GUJRAT ext
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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 orCommunication tools?
HOW often should it run?
Th E i T i A
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The Emerging Tourism Areas
In Gujrat
Tourism in Gujarat offers a Travelers Paradise. It offers awide spectrum of Tourism sectors which sing in the gloryof Gujarats rich culture and heritage.
Spiritual Tourism
Nature Tourism
Business Tourism
Heritage Tourism
Recreational & Eco Tourism Cultural Tourism
Urban and Rural Tourism
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Mega Marketing Campaign
300 promos of 30secs
10 episodesacross 10 weeks.
Promotingspiritual tourismthrough spirutalTV channels
News Channels
Promos on newschannels for call for entryand tune-in
Zee News, Star News,NDTV 24X7, NDTV India,Sahara News, Aaj Tak, Headlines Today,Times Now, CNN IBN, IBN7, Live India, India TV, DDnews, Sun TV, Jaya TV,
ONLINE
Banner ads on Yahoo,MSN, indiatimes,Gmail.
Facebook & Orkut
communities
Videos on YouTubeAssociation withSnapdeal.com anddealsnyou.com and
offering various getawaysdeals
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Media strategies
Promotional strategies Communication strategies
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Promotional strategies ATL Activities
Use of electronic media such as television and radio.
Association with T.V channels like Discovery, Travel guide and Historychannels, National geographic to meet emerging tourism area needsincluding heritage, and cultural tourism.
Also, associating with religious channels like astha and sanskaar topromote spiritual tourism.
Association with radio channels AIR Ahemdabad, 91.1FM,94.3FMincluding 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
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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.
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Promotional strategies
BTL activities
Folk dance performances in the form of road shows indifferent 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.
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Media Mix
Combination of different media, and size of ads
Which Media?
Which Schedules?
Media rational
Media evaluation
Media impression
Media coverage
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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 calendarwks
november, december,
january
3 months
september 1 month
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Messages Promotion
4Psand7Ps
Media flexibility
Target Market and market
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Target Market and market
segmentation
Market segmentation based on following factors
Geographic
DemographicPsychographic
Behaviourlistic
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Primary target
People from neighbouring states(male and female) 20-50with an average household income of 20K+ and older kids(who can stay home alone or are out of the house) lookingfor a 3-day weekend (or longer) getaway.
Mass tourists
Transit and Catchment tourists
Secondary targets
Niche TouristsTravel writers and film makers
planners who arrange executive retreats and conferences.
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Budget and Resource allocation