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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/

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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