Marketing Goal of the Social Media Strategy
The Ministry of Tourism is concerned that Indians are increasingly likely to vacation and travelabroad than in India, thus exporting the tourism revenue which could have remained domestic.
This Social Media Campaign aims to increase awareness and knowledge of beautiful but lesserknown tourist locations in India through a Word of Mouth movement. An outcome of the samewould be the inclusion of these destinations in the decision-making set of abroad bound tourists.
Social Media Goals
The campaign intends to induce Word of Mouth behaviour on the campaign website and on othersocial media platforms. Below are the details of the campaign:
revolves around users unlocking lesser-known but not less beautifullocations in India through location based quizzes thereby getting to know more about them. Beloware the essentials of the campaign:
The campaign encourages Indians to
unlock tourist locations to free them from a “foreigneroverdose”. To “free” a destination, it has to be “unlocked” by a minimum number of users,
which would be pre-decided by the creators based on expected and desired interest of thelocation.
To unlock a location, a user has to go answer a simple 10 question quiz on the locationhaving questions on its culture, history, food, prominent tourist spots and so on. The idea isto get the user to search to find the answer about the location which would increase hisawareness and inclination to go visit the place.
On successfully completing the quiz, the user can post about it on Facebook, Twitter andother social media websites. This would result in a posts which could incite other users toparticipate such as :
“Raj has successfully unlocked
Chintpurni from the foreigners
. Join him in Reclaiming India”
The campaign would run on a standalone website www.reclaimindia.com.The home page
would have a big map of the country with key tourist locations being highlighted. Thenumber of people who have unlocked the city and the number of people required to freethe city would be displayed against each city
In addition to this, there would be pages for different destinations having details aboutlocations, ways to get there, places to visit & eat etc.
Further, registered users would also have the opportunity to upload photos and videos forlisted locations. There would also be an option to recommend locations to other users.