NT Reporter
Panaji
To raise brand awareness of Goa Tourism among core domestic leisure travellers and improve off-peak visitation and weekday footfall, the Tourism Department will run an advertising campaign of Goa Tourism in over 120 theatres in over 30 cities across more than 14 states.
The department is expected to spend Rs 2.24 crore on the campaign.
The proposed cinema campaign will be guided by key objectives, designed to strengthen Brand Goa and maximise campaign impact across audiences and channels, including raising brand awareness of Goa Tourism among core domestic leisure travelers, driving measurable traffic to official Goa Tourism digital platforms and partner booking channels, promoting specific product pillars – beaches and nature, heritage and culture, eco and wellness stays, Meetings, Incentives, Conferences, and Exhibition (MICE) and destination weddings, adventure, health and spiritual tourism and architectural heritage, among others.
Stating that tourism continues to be one of the most vital pillars of Goa’s economy, the department said that with the rapid emergence of new tourism offerings, intensified competition from other states, and evolving traveler expectations, there is a growing need to reinforce and differentiate Brand Goa in an increasingly competitive marketplace.
“Goa Tourism has consistently been at the forefront of adopting innovative marketing strategies and executing high-impact campaigns that effectively highlight the state’s diverse tourism potential,”
it said.
To broaden the integrated, multi-platform marketing approach, the department now seeks to harness the enduring reach and impact of cinema advertising – a medium known for its strong visual engagement, storytelling power, and captive audience.
“As part of this initiative, a nationwide campaign is proposed across major cinema halls and multiplex chains in India to position Goa as a holistic and year-round tourism destination. Accordingly, the department has begun the process to appoint an agency to conceptualise, produce, and execute a dedicated cinema advertising campaign,” said a government official.
