Does Goa tourism needs a Brand ambassador?

 Does Goa tourism needs a Brand ambassador?

This is going to be an interesting one, Shahrukh Khan is promoting Bengal tourism, Amitabh Bachan promoting Gujarat, which celebrity is promoting Goa at present?, NO ONE. 

(Think of few years back, and you will certainly remember Jackie shroff promoting Goa state as 365 days holiday spot, we also had prachi Desai associated with Goa tourism 2 years ago)  

The question is, does Goa tourism requires a brand Ambassador? 

If Yes, who? 

How to select the right one?

To get answers to the above questions, we should first start with
Understanding of "Brand Goa..."

Analysis for "Brand Goa"

• Have 2 categories of tourists, Domestic and International.
• Youngster constitute major portion, followed by honeymoon couples.
•  Tourists come with an agenda to relax alongside the natural beauty of beaches, mountains and greenery.
• Experience the very unique western/Portuguese influence/culture and our blended Goan Lifestyle.
• Drink and party. Enjoy the Seafood.
• Great hospitality by locals which increases repeat visits. This is one of the Goa's irreplaceable USP*
• Celebrate Christmas and New year, at least 20% of the entire tourists flock in Goa during christmas and New year.

With the Above analysis, one can list down below perceptions for Brand Goa.

• Dream Destination for Youngsters.One of the most popular brand in Tourism industry in India.
• Contemporary and westernized.
• Music, Celebration and Party zone.

"In a nutshell, Goa is perceived as the best place to unwind for Young Minded tourists"

Since in this article, we are looking at Goa having a Brand Ambassador, let us name someone.

In my opinion, Celebrity that comes close to the above perceptions of brand Goa is "Salman Khan". He resembles Party and Fun, can connect with youth and is always in a state of being unpredictable (which is one essence of Goa), his personality stands for being "Bindaas and disconnected" which most of the people traveling to Goa wants to be.

Amitabh is apt for Gujrat, as he personifies a historical dept in him, which the Gujrat state wants to potray about its destinations to the world. His personality also resembles completeness which the Gujrat tourism wants to promote. Gujrat is deliberating on the fact that it has little bit of everything and can target everyone. Amitabh Bachan can connect with all generations/class and everyone in any part of india, hence a perfect ambassador.

Shahrukh, I feel also fits into the romantic side of west bengal, and hence is a good selection. There is a lot of value addition which shahrukh khan as a brand ambassador can make for the brand Bengal. He himself is a big brand today and personifies lot of perceptions and values. Bengal tourism can use all these perceptions in their promotions.

However I am of a strong opinion, that Goa actually does not require a brand ambassador, but certainly requires good advertisements. (Though free proxy ads for Goa are always on air through Bollywood movies, even Hollywood for that matter.....the Latest series of Fast and Furious mentions Goa, Most of the shooting locations for TV ads these days are in Goa, if there is a Ad concept on Holiday then Goa has to be mentioned in it, see the latest domino's ad, also the hotels/resorts in Goa are continuously promoting their places in print media and the web)

Look at the ads for Kerala Tourism...Gods own country, or for that matter the ad for MP tourism.

Both are very good ads and are definitely pulling in crowd for these destinations.

Currently everything is all right with Goa tourism, every year the number of tourists flocking to Goa are increasing. 

However if we only rely on the belief that Goa is popular and it will always be on the cards of a prospective traveller, we might be wrong, as human memory is very short and as the old saying goes " Jo Dikhta hai wohi Beekta hai", our tourism department has to make efforts to ensure that we have a promotional theme for brand Goa and the same is publicized continuously to the target segment, also such efforts can also make the demography of the tourists that flock-in change, we can strategically target at high spending tourist and encourage increase in these tourists number to Goa.

Secondly we cannot rely on our hit selling concept of " Sand, Sea, Seafood and Booze", we need to add variety to the experiences of an traveller. Let the best mind sit and work on adding few new products to our tourism platter.

To sum up, Goa tourism may not require a celebrity as a " brand ambassador", but definitely require a advertising strategy in place.

For brand ambassadors we also can rely on our locals to become the face of Goa. Let us have all those Goans who are recognised in their respective fields be the brand ambassadors for Goa.

• Let wendell rodricks express how Goa inspires him to produce some most authentic fashion in india today.
• Let Remo sing songs along the beaches and attract travellers to enjoy similar experiences in Goa.
• Let some of our top rated chefs/restaurant owners speak about their passion which has a source in Goan culture.
• Let some artists from remote area talk about the shigmo utsav in Goa.
• Let the "king Momo" be the face of Goa during Carnival.

These are just few examples of how we can source local brand ambassadors for Goa tourism, there is still a long list of people who can be requested to be part of Goa tourism.

* Unique Selling Proposition (USP) 

Article by: www.brandingingoa.blogspot.in

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