Staregic Public Relations Campaign Plan

Public Relations Campaign Plan for Avijatrik Tours

Submitted by

Submitted to
Habib Mohammad Ali

Assistant Professor

University of Liberal Arts Bangladesh

Public Relations Campaign Plan on Boosting the Tourism after Covid-19 Pandemic and
Starting With ‘China Matir Pahar/China Clay Hill’

Avijatrik Tours has always tried to be such a Tourism Company in Bangladesh that will provide
the joy of travelling to its customers within the lowest price & highest comfort through providing
travel packages of tourist spots that are still not very famous but worth a visit along with regular
and famous spots. The most famous travel packages provided by us are Sundarbans River Cruise,
Tanguar Avijatrik – A stay in boat house at Tanguar Haor, Promodini Boat Life at Kaptai Lake,
Keokradong Hiking Tour etc. along with most famous holiday homes for staycations are MAUI
Resort, Cox’s Bazar, Green Peak Resort, Chittagong, Novem Eco Resort, Sreemangal, Jaflong
Green Resort, Jaflong etc. We also provide sale or discount in package prices in different times
around the year, such as holiday sales, winter sales, summer sales etc. Avijatrik Tours plans the
facilities of our every tour along with the local people of those tourist spots as we believe in
eliminating any sort of middleman & creating ‘Community Based Tourism’. This step sums up
our vision of promoting the local & authentic travel experiences in Bangladesh. Because it not
only gives the traveler to explore and experience the real essence, lifestyle and joy of staying in
local houses of that spot but also has created new opportunities for the locals to work as local
guide, boat man, local house provider for the travelers, local and authentic food providers and
many more.

Keeping our vision and ideals in mind, Avijatrik Tours has now strategized a public relations
campaign with the objective of boosting the tourism in completely unspoiled ‘China Matir Pahar/
China Clay Hill’ of Bangladesh. We are encouraging hill and lake lovers to visit this beautiful
work of nature located at Bijoypur,
Durgapur, Netrokona district with us
through our reasonable and comfortable
packages. The ‘China Matir Pahar/ China
Clay hill’ is a magic of nature due to its
extraordinary soil that looks like the colors
of rainbow in different part. The hills of
China Clay are surrounding the lake of
Birishiri which has crystal clear water and travelers can easily hike on the hills along with getting
into the lake’s water.

It has just been 6 years since Avijatrik Tours has started. Thus there are still many things to achieve,
many limitations to overcome & many strategies that needs to be polished. According to us
reviewing our competitors is one of the best way to understand our lacking in the industry. We
assume, Nijhoom Tours and The Bengal Tours LTD. are not only our closest competitors but also
companies from which there are many things to learn. Nijhoom Tours is doing business since 2012
but in this short period of time they have achieved to be featured on different international travel
magazines like International Travel News and Winds behind the Willows. They have also achieved
different awards like Trip Advisor’s Certificate of Excellence and Traveler’s choice. Their biggest
competitive advantage is they are member of Tour Operators Association of Bangladesh. All of
these gets them their marketing advantages and they appear as a great tourism company. The
Bengal Tours LTD. is in the business since 1999 and they have served mostly foreign travelers
which portrays them as one of the most trustworthy tourism company. They are consistently
attending the international tourism fairs along with making promotional video named ‘Bangladesh:
the land of smiles’ to promote their company. They have also sponsored two exhibitions to get
their company highlighted & got awards for the best tourism company. Their most successful PR
strategy is they got 12 media coordinators who work full time and 4 of them work for Japanese
media and they have 10 of fluent English speaking tour guides for the European market.

Through analyzing these two companies, we Avijantrik Tours has summed up our limitation in PR
strategies and these are –

1. No strong strategy of getting maximum media coverage or full time media coordinators.
2. No strong strategy in getting hands in foreign tourists. As we only work with local people,
there is lack of fluent English speaking guides & language interpreters.
3. Not much information is provided in the website about our achievements in these years
which can make people think us undesirable.
4. Lack of working as sponsors or getting featured in magazines to make a strong visibility.

The tourism industry of Bangladesh has suffered a lot in the past two years which was not only
due to Covid-19 and lockdown but also due to many incidents, accidents and selfish business
motives that happened after the lockdown came to halt and tourist spots were open again. The
tourism industry and people related to this industry like resort owners, restaurant owners, travel
agencies, bus committee, tour guides etc. faced a jeopardy after the first lockdown on March, 2020.
At the end of the year 2020 the government decided to ease down the lockdown but still for many
months people were uncomfortable in travelling, especially in public transports or amidst of a lot
of people in tourist spots. This one year brought the biggest suffering for the tourism industry as
there was very little income which then resulted in many resorts, hotels, restaurants got shut down
as not being able to handle the expenditures and many people lost their jobs. According to official
reports of ‘The Business Standard’ in June, 2021, the GDP of Bangladesh accumulated from the
tourism industry was TK 53,960 crore in 2020, which in 2019 was TK 80, 450 crore. This sums
up the loss of TK 26,490 crore along with almost 4 lakh losing their jobs of this industry. The
government completely opened the tourist spots after all this and due to the continual request of
Tour Operators Association of Bangladesh. So in 2021 when people started to visit all the different
tourist spots, there was sudden brutal price hike by the
people in tourism business including transportation,
food, accommodations etc. to cover up their losses.
For example, 400 TK for just rice and lentil for one
person, 700 TK for rice and two pieces of Coral fish,
4000-5000 TK per night hotel price that is originally
worth 1000 TK, 250 TK bike ride for 10 TK worth
distance etc. Also the recent fire accident of Sajek
Valley’s that destroyed 4 resorts and 3 eateries, recent
rape incident of a tourist in Cox’s Bazar while keeping her husband and child in hostile, the turf
war in Bandarban etc. are highly demotivating people to travel and questioning their security while
traveling.

The situation stated above has put the tourism industry

of Bangladesh to come an ugly end and this is why it is
important for us as travel agencies to show people the
light at the end of the tunnel by providing them new
ideas about traveling, new safe and secure tourist spots,
assurance of safety, assurance of value of their money
by providing reasonable and affordable packages etc.
All of this brings out the importance of developing new campaign, letting people know about the
improved services we are giving by taking care of their interest. This will eventually help to bring
back people’s trust in Bangladesh’s tourism industry.

Objectives of the Campaign:

The objective Ovijatrik Tours is aiming to fulfill through this campaign would be -

1. Re-establishing people’s trust in tourism industry of Bangladesh.

2. Encouraging people to explore new, unspoiled and unique spots of natural beauty of
Bangladesh starting with our first spot ‘China Matir Pahar/ China Clay Hill’.
3. Providing travelers such a reasonable and comfortable service that will bring them back to
travel with Avijatrik Tours again and again.

Analysis of the objectives of this campaign falling under SMART objectives:

S – Specific We depict to serve the travelers with travel

packages that would ensure low cost,
reasonable pricing and new & unspoiled tourist
spots that would re-establish their trust in
travel agencies and tourism industry of
Bangladesh with time.
3 days, 2 nights stay (Excluding the nights of
going and coming back) tour to ‘China Matir
Pahar/ China Clay Hill’ for BDT 2510 per
person.
M – Measurable The visit of tourists in ‘China Matir Pahar/
China Clay Hill’ has declined by 80% due to
pandemic (2020 – Mid 2021). But at the end of
2021 this decline was at 60% which means
20% overcome happened. Right now only 40%
or regular tourists are visiting the spot. Our
target is to increase this to 80%.
 A – Achievable The objectives will be achieved by attracting
travelers through our budget friendly package,
stay at resorts with complete safety and
security, publicity in digital media and
mainstream media etc.
R – Realistic As mentioned earlier that Avijatrik Tours plan
the facilities of every tour by getting partnered
with the local people like resort owners, guides
etc. of those tourist spots. This helps us to
reduce our costs as much as possible by
eliminating all sort of middleman. That’s how
we will be able to execute this tour in such a
reasonable price.
T – Timely The campaign will start from February 2022 so
that we be able to start our tour to ‘China Matir
Pahar/ China Clay Hill’ by the mid-summer
season which is on second half of June.

Target Audience:

The target audiences of this campaign are every person who likes to travel, wants to travel, spent
their time for a few days away from the chaos of city & spend their vacations in nature with friends
& family. Our target audience are of every age group, every gender, every profession, family,
friend circle, single person, student, businessperson, in short every Bangladeshi. So if we
categorize them and narrow down then the categories of target audience would be students, family
& jobholders/businesspersons
Key Messages:

The key messages to our key audiences are explained below -

Target Audience Key Message Key Channel

Lksvbdkfgl;mhl;gml;hbml; Lkgvdnsagklvnklngb;
jhsqVBF
kjbdgvjsbljkgnknkl kljdNGLKNKLNKLGN .,NV ,.SND,VN/.

Tactics/Media Tools:

The tactics and media tools Avijatrik Tours would be using to promote this campaign that would
reach most of our target audience are –

1. Social Media: We will be promoting this campaign through our official social media
accounts on Facebook and Instagram by posts and stories.
2. LKSGNKLNGKNKGNKNGKnk;bhnm;
3. LkdfasklDGNKLNKGVKGV;MNGVK;JGVB
4. LKNafkdgknkngnkgbkngbks
5.

Budget:

The budget is categorized in two types. One is for travelers for and one is for the company’s
campaign.

Campaign:

Utilities No. of Items Amount in Taka

Leaflet 3,00,000 2,00,000
Poster 1,50,000 2,25,000
Newspaper advertisement 2,50,000
 Business Magazine 2,00,000
Advertisement
Television Advertisement 3,00,000
Social Media Boosting 30,000
YouTube Video Making 10,000
Seminars in Different 4,00,000
Locations
Total 16,15,000

Timeframe:

February 2022 March 2022 April 2022 May 2022 June 2022
Leaflet
Posters
Social Media
Posts

Monitoring/ Measuring the Success:

As the campaign is a 5 month campaign, we will be doing an evaluation on the third month by
checking how many people has approached to us through -

➢ JKBASFKJKFNKNKL
➢ JKABJKGVBKJBGVKLJBNgvnl.
➢ kjbfakjdbgnkl

After the evaluation if we find any lacking or negative aspect in our PR strategy, we will change
them and then again in every 3 months we will be evaluating the campaign.
Conclusion

Reference:

Barua, S. K. (2021, December 2). Sajek Fire: Accident or sabotage? The Daily Star.

https://www.thedailystar.net/news/bangladesh/accidents-fires/news/sajek-fire-accident-

or-sabotage-2908436

Bengal Tours – discover today, think tomorrow. . .. (n.d.). The Bengal Tours LTD.

https://www.bengaltours.com/

Bhuiyan, M. (2021, June 13). Bangladesh’s tourism lost Tk26,490cr in 2020: WTTC. The Business

Standard. https://www.tbsnews.net/economy/bangladeshs-tourism-lost-tk26490cr-2020-

wttc-259888

Desk, F. (2019, July 26). China Matir Pahar at Durgapur. The Asian Age.

https://dailyasianage.com/news/188424/china-matir-pahar-at-durgapur
Desk, P. A. E. (2021, December 2). Fire guts 4 resorts, 3 eateries in Sajek Valley. Prothomalo.

https://en.prothomalo.com/bangladesh/accident/fire-guts-4-resorts-3-eateries-in-sajek-

valley

Nijhoom Tours | Local Tour Operator in Bangladesh. (2022, January 8). Nijhoom Tours.

https://nijhoom.com/

Report, S. (2021, December 23). Tourist raped in Cox’s Bazar. The Daily Star.

https://www.thedailystar.net/news/bangladesh/crime-justice/news/tourist-raped-coxs-

bazar-2924216