By:

Apoorva B (Research Planner)

SubbaReddy ( Account management)
Shifaz S (Media Planner)
Rupesh Shukla (Art Director)
Vipul Hulekal ( Creative Head)
 Agenda
• Objective
• Delhi at a glance
• Research & Findings
• Why Japan?
• Creative and Art work
• Media Planning
 Objective
•
• To create an Advertising campaign to
promote the legacy of Delhi as a
vibrant travelling destination
• To be in top of evoked set
•

 Delhi at a Glance
• Map:
Facts about Delhi….
  Why
 Japan?

Love in Tokyo? No.

 Love in Delhi
Key Trends about Japanese
Tourists
 Reasons for Visiting Delhi

Proportion to total percentage

Country Arrivals 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter
(2003) Jan-March April-June July-Sep Oct-Dec

Japan 77996 30.3 15.1 26.6 28

 Japanese Visiting Delhi
Country
Japan Arrival2002
59709 Proportion to the total 77996
2.5 Arrival 2003 Proportion to the total 30.6
2.9 % change
 Target Segment and
Psychographics
• Age: 20 – 49 both Male and
Female
•
• Honeymooners: Most lucrative
segment; Choose destination
on good packaging tours
•
• Young Female Office Worker:
Like to Travel overseas
before marriage; Travel new
destination every time
•
 Cont...
• Students: Parents believe their children
should travel to gain International
Knowledge
• Family Groups: Travel before their kids
attend high school; Visit places which
are included with Fun and Knowledge
• Experience Seekers: Long travellers; More
engagement with Local Culture and
People
• Positioning: As a destination to
Understand Indians and Experience the
Indian Culture. “Awareness” Platform.
 Reason for the slogan

• Delhi is the Heart of India

• It offers a mixture of India’s Culture
and Heritage
• Experience of Delhi is Treasured in
the Heart of the Tourist
Creative and Art work
Creative and Art work
Print Ads
Cont….
More…
Media Selection Rationale
Cont...
Thank You
Saayonara
Visit
Again…