Integrated Marketing Communication

The Tourism Perspective

Group Members
Sushant S Srivastava y Ashwini Krishna y Anubhav Ghosh y Ameya Prabhu y Rohan Patil
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Roll No
31 85 58 53 06

Integrated Marketing Communication (IMC)

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IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.

IMC definition for Tourism

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Attracting Visitor to a destination whether its a city, Region or a Resort. Convincing people to have the Experience of the destination and developing the social and Economic well being of the people and the City.

IMC Components
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The Foundation - corporate image and brand management. Advertising Tools - advertising management, advertising design. Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing. Integration Tools - Internet Marketing.

Stages for Communicating Objectives

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Long -Term Objectives

Creating Interest x Tourist packages x Aspirations x Emotions Reinforce the Brand x Promoting through Blogs x Using Existing database for promoting new schemes x Continuous Print and Electronic means of communication

Short Term Objectives

Build awareness New destinations Provide Information Regarding tour, Packages, Site seeing, Transport, Stays etc. Stimulate Demand Using right Media Mix to stimulate demand with respect to repeat visits, and cashing on ambitions

Communication Objective
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Following of the Hierarchy of effect Model

Awareness Through Media like Television and Print Ads, Spreading awareness about Eco-Tourism & Medical Tourism Knowledge Knowledge of tourism services through Website (KTDC), Kerala Tourism, Travel Agents Liking As per their perception of the Knowledge. E.g. Nature Lover would like visiting Kerala. Preference As per their own interest, Budget, and convenience Conviction The bloggers feedback, Travel Website feedback. Purchase Number of tourists coming Domestic & International

Types of Tourism in India

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Extreme Tourism Sport or Adventurous Cultural Tourism Based on Nationalities Ecological Tourism Remote places, Natural Beauty Medical Tourism Place Providing Medical facilities Recreational Tourism purpose of Rest and Socializing, Business Tourism Places best for Seminars, Meetings etc

KERALA Tourism
- Gods Own Country

Mission and Vision as per Tourism Policy 2011

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Mission
The state delivers a world-class, yet local visitor experience. Tourism sector attracts investment, which will be sensitive to the natural environment Communities benefit from tourism and value its contribution Kerala is positioned as a visible global brand in tourism Our market share is enhanced, within and outside India Kerala becomes a quality human resource provider in tourism for the state and the country

Vision Tourism becomes a vibrant and significant contributor to the sustainable development of the state of Kerala

Target Audience for Kerala Tourism

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Segment
SEC A,B, and C Age Group between 20-40 Males and Females Mostly People into Service, Industrialist and Self Employed

Targeted
More of Corporate Every class of the Society

Positioning MICE tourism (Meetings Incentives Conventions and Exhibitions) in trade shows internationally. i.e. Business Tourism Positioned as Eco and Medical tourism Internationally. (Covering Ayurveda in Backwater)

The Six S Framework

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Swagat Generous Reception Soochna Marketing and Information process Suvidha Accommodation and hospitality Suraksha Security through Coastal guards, tourism police Sahyog Training centers and co-ordination Sanrachna Creation of social and economic well being of people

Tourism Data as per Dept. of Tourism, Kerala in 2010

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Planned and Non Planned Govt. Expenditure on Tourism Approx. Rs 47 Crores and Rs 79 Crores in 2011-2012. Contribution to Gross State Domestic Product Approx 9%.
Total Revenue from Tourism in 2010 Rs. 17348 Crores . YoY increase is 31.12% Top three Most visited Destination in 2010 by Domestic Tourist
Total Domestic Tourist Visited 8595705. YoY increase is 8.61% Guruvayoor 1726389 People Kochi City 912700 People Thiruvanathpuram 696555 People

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Top Three Most Visited Destination in 2010 by Foreign Tourist

Total Foreign Tourist Visited 659265. YoY increase is 18.31%
Kochi City 116536 People Kovalam 108639 people

Fort Kochi 65396 People

Unique Selling Proposition of Kerala Tourism

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Top Attractions in Kerala

Backwater Tourism Ayurveda and Spa Houseboats Tour Heritage Tourism Islands and Tea Gardens

Locations famous for above attractions

Kovalam Varkala Veli Alapuzha Ernakulum
Padmanabhaswamy Temple

Varkala Vizhinjam Thekkady Thiruvananthpuram

Kannur Fort Bekal Fort

The Main USP Backwaters and Houseboats

Segmented by Tour Packages

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This summer unwind like the gods do, and leave the rest to us Best of Kerala Luxury Tourism Budget summer package Fort, Nature and Spice Plantation Captivating Kerala Tea Gardens and Fort Kerala Culinary Tour Food Tourism Exotic Kerala Resorts in Nature and Ayurvedic Massage Hills & backwater Backwater and House Boat promotions Honeymoon package in Kerala Houseboat, Wildlife resort, and Backwater resort The Treasures Of Kerala Promoting Beaches

Marketing Communication of Kerala Tourism

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Trade Fairs and Trade Shows in India (Web Promotion)

Keeping in Mind MICE tourism they promote the following through Websites

Houseboats Hotels Ayurveda Centres

Internet Based Promotion

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International Promotions focusing on Tourism Workshops

Web Promotion of Eco-Tourism Eco-

Public Relation

Public Relation Contd

Public Relation Contd

International Print Ads

International Print Ads Contd..

Indian Print Ads

Indian Print Ads

Indian Print Ads

Radio
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Tied up with Radio Mirchi. Radio jockeys travelled to Kerala for a week and broadcasted live their experiences. Tying destinations and travel information into radio programs.

Sponsorships
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Co-sponsor of Kovalam Literary Festival. The India International Boat Show, organized by Kerala Tourism jointly with India Tourism. Sponsored VAGA Fest at Kerala.

Goa Tourism

Kerala Tourism

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125 km of Coastal line. Beaches, Museums, Temples & Churches, major attractions. No eco-Tourism concept. No medical tourism concept. No monsoon tourism concept.

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580 km of Coastal line. Ayurveda as major attraction. Eco-Tourism initiative. Medical tourism initiative. Monsoon tourism initiative.

Competitors Mapping

Awards and Accolades

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The National Geographic Traveller identified Kerala as one of the 50 must-see destinations of a lifetime, Time Magazine noted, Afoot and afloat, Kerala is worth the journey. According to Travel and Leisure, Kerala is one of the hundred great trips of the 21st century, National Geographic Adventure lists Kerala as one of the 25 best new adventure trips. Pacific Asia Travel Association(PATA) 2008 Gold Award and Das Goldene Stadttor Award, widely recognised as the Oscars of Tourism, for best print campaign. Kerala has also won the Government of Indias award for the Best Performing State six times. In 2008, Kerala Tourism picked up several national accolades including the Most Innovative Adventure Activity, Best Responsible Tourism Project Most Innovative Tourism Project.

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Agency Hired by Kerala Tourism

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Stark Communications, based in the state, which leads the marketing initiatives acting as the communications consultant to the state Crayons, based at Delhi, which manages vernacular advertisements Grey World wide, based at Bangalore, which manages internetbased marketing on the Web Invis Multimedia, which manages the multimedia-based promotional and presentation materials and digital content creation, in addition to web designing

Logo, Strategy and Slogan

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Logo

It represents the Beaches of Kerala. That is the Red (Mud), Blue (Water) and Yellow (Sand) represents the color near the beaches.
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Strategy To promote the Location as Business Tourism and Promote Nature along with International Corporate tourism. Which will further result in increase in Business and with that more foreign tourist and Domestic Tourist which is as per Objectives of the Kerala Tourism Slogan Gods Own Country Promoting Nature.

Vision 2025
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To increase earnings from tourism at the rate of 10% annually To achieve an annual rate of growth of 7% in foreign tourist arrivals and 9% growth in domestic tourists To create employment opportunities of 10,000 every year. To add required hotel rooms in star categories every year To innovate and promote at least one new tourism product/destination every year.

About Malaysia
Population 28.3 million Capital City Kuala Lumpur People Malays comprise 57% of the population. Chinese, and Indian comprise the rest of population Language Malay is the national language and English is widely spoken Religion Islam is the official religion of the country, but other religions are widely practised Weather The country experiences tropical weather year-round

Malaysia one in a million tourist destination

Embodiment of diverse cultures, ethnics and attractions Breathtaking natural and manmade attractions Year round balmy weather Exciting sports events - F1 Petronas Malaysian Grand Prix, Le Tour de Langkawi, Monsoon Cup and the Rainforest World Music Festival Population primarily consists of Malay, Muslims, Hindus and Chinese

Tourist Arrivals in Malaysia

2010 2 Million tourist : 80% were Asians, out of which 35 % Chinese and 30% Indians 2009 640,000 Indian tourist which was 27% of the total tourists visiting 2008 550,000 Indian tourist visited that year 2007 422,000 Indian tourist visited that year 2006 280,000 Indian tourist visited that year

Vision
To make the tourism industry a primary source of national revenue and a prime contributor to the socio-economic development of the nation.

Mission
To market Malaysia as a premier destination of excellence in this region.

Objectives
Increase foreign tourist arrivals Extend the average length of stay of the visitors to
Increase tourism revenue Stimulate the growth of domestic tourism Increase the benefits / share obtained from the Meetings, Incentives, Conventions and Exhibitions (MICE) market

Tourism Malaysia
INTERNATIONAL CAMPAIGN

DOMESTIC CAMPAIGN

Malaysia Truly Asia - Positioning

Exotic tourist destination Great diversity of the nation Melting pot of all Asian cultures and hence Malaysia represents all of Asia One stop tourist destination to experience all of Asian culture

Malaysia Truly Asia Creative Evolution Since 1999- 2010

Malaysia Truly Asia Creative Evolution

Malaysia Truly Asia Creative Evolution Since 1999- 2010

Malaysia Truly Asia Creative Evolution Since 1999- 2010

Malaysia Truly Asia Logo and slogan Diversity of culture Warmth and great hospitality Colourful and vibrancy One stop tourist destination to experience Asia

Awards
Four golds at the Hospitality Sales & Marketing Association International Adrian Awards in 2004 Best long-term campaign at the 2006 Asian Marketing Effectiveness Awards Triple gold PATA awards ITBs Das Goldene Stadttor in 2009

Malaysia Truly Asia Logo and slogan

5 Asian women depict diverse cultures living in harmony Well known hollywood star Michelle Yeoh was used for, South Asia and some parts of Americas

Brand Mascot Siti Malaysia

Windows Live Agent that functions on Windows Live Messenger She is an icon of an anime character personifying local beauty and charm Purpose - brand a refreshing different tone and feel After her success on messenger Siti was introduced in TVCs in various Asian markets

Malaysia Truly Asia

South East Asia Division North and East Asia division South and West Asia and Africa Division America, Europe and Oceania Division

Advertising
Objective to raise the profile of Malaysia as preferred travel destination Emphasising single minded proposition that Malaysia truly represents Asia Country wise budget (India) Rs. 10-14 crores

Advertising
Advertising division engaged the services of 9 agencies across the globe Concept Communication, Smascom & Design,Beehive Communications, Astana, WellAd Communications, Integrated Strategic Communications, Milk & Co and M&C Saatchi

Advertising
REGION SPECIFIC CAMPAIGNS: PRINT AND TELEVISION

ASEAN and South Asia Singapore, Thailand, Philippines

East Asia - China

EUROPE

Communication and Publicity

West Asia UAE, Iran, Qatar, Jordan

Television commercials
Europe South Asia Oceania and Americas Culture differences Americans and Oceania Swimming and water sports, historic, national parks and popular attractions Europeans choose off beat destinations and activities South Asians Shopping, sightseeing and food

Communications and Publicity

Keeping the public and industry up to date with happening in Malaysian tourism Traditional media like print, TV and new media online were used Managing overseas Publicity 14 agencies
Benelux, Switzerland, China, India, Taiwan, UK/Ireland, Germany/Austria, Italy, Sweden, US, Russia, Hong Kong/Macau, Australia and Denmark

Goodwill ambassadors

Communication and Publicity

100 press releases and more than 20 feature articles and advertorials Topics overview of tourism to niche tourism products and specific destinations More than 70 interviews of key spokespeople Online blog covered specific topics like white water rafting in Kampar River, Home stays and jungle trekking in Bako National Park

Mega Tourism Indian Promotion

Promotion In Punjab
Visit Malaysia Year 2007 Target of Attracting 350,000 Indians to Malaysia. For Indian they launched Jao to Jano-Malaysia-Truly Asia

Mega Tourism Indian Promotion Contd.

Promotion of Malysian Eco-Tourism in India Deputy Tourism Minister Datuk Dr James Dawos Mamit told that at least 54 per cent Indians visiting Malaysia opted for ruralbased tourism Target of 720,000 Tourist in 2011 Tourism to Malaysia from India is predicted to be 50 million in 2020 Promoting Trade Events in Chennai, Hyderabad, Delhi and Pune

Mega Familiarisation trip

First hand experience of Malaysia as the ultimate tourist destination Invited participants international media and travel agents Every year more than 20 FAM trips with around 1500 participants Commercial value of publicity RM68 million (22 million USD) Partnerships with Etihad, Emirates Airlines, Qatar Airlines, Air Astana, Singapore Airlines and Royal Brunei

Promotional events
Sales Missions
Tourism Minister visits to countries

Exhibitions and Fairs

Asean Business Fair New Delhi, India Malaysian Food Festival, Goa, India

Seminars and Workshops Special projects Tactical campaigns

Promotional events
Seminars and Workshops Regional Special projects
35th anniversary of China-Malaysia friendship ties Petronas Grand Prix

Tactical campaigns

Niche campaigns
Eco-tourism Lifestyle Youth travel Sports tourism Marine Tourism Malaysia My 2nd Home

E-marketing
Tourism Malaysia website - more than 30 lakhs, 75% first time visitors Social networking Gr8 packages Web TV Mobile travel guide

Social networking
Blog Malaysia Footsteps Facebook 7596 members (only India). Interactive, eco-tourism contest, featured bloggers, newsletters, polls and quizes Twitter 475 India followers E-newsletter

Web TV
WebTV @www.trulyasia.tv is Tourism Malaysias online television channel It facilitates the streaming of videos of destinations, food and culture live events Mirror To The World, a camera set up in strategic tourist destinations throughout the country Streams live images from the specified locations. Special Events, Travelogue, Special Stories, Reality Series

Mobile travel guide

Application designed for the iPhone/iPod and Android phones Known as the Truly Asia TV mobile application (app) Giving necessary information about Malaysia

Thank You