Future TV, AMO Communications go Goa

By , agencyfaqs!, New Delhi | In Advertising
Last updated : February 12, 2008
This is the first time that Goa Tourism has taken up this kind of communication activity to attract consumers through various touch-points


Media, the media company of the Future Group, has entered into a tie-up with AMO Communications, the marketing and communications company of Percept Holdings, to promote Goa Tourism on Future TV.

This is the first time that Goa Tourism has taken up this kind of communication activity to attract consumers through various touch-points. The promotional campaign, conceptualised by AMO Communications, gives Future TV viewers a chance to win an all expenses paid holiday in Goa. The activity goes beyond just Future TV, spanning other verticals such as Future Visual Spaces, which includes display of co-branded standees within stores; Future Activations, with a contest running within stores for the Goa travel packages; and Future Print, with the group's monthly magazine for women consumers, My World, carrying an advertorial on Goa.

Goa Tourism on Future TV
Anup Kotekar, business director, audio visual, Future Media, says, "Like every other established media, media in the 'ambience of consumption', too, requires specialised creatives. To be impactful, commercials need to be of short duration, cognitive in nature and not have too much emphasis on audio (since it is already an audio-heavy ambience)."

Elvis Dias, managing director, AMO Communications, says, "Goa is not about beach hotels only - there's more to the place. Through the promotions that we wish to take up, we plan to bring forth the ancillary properties that need to grow along with the beach hotels. We are looking at a concept wherein consumption and sourcing of goods happen from Goa itself - so that the tourists get whatever they want at one place. This is to ensure a raise in revenue per room, which will only happen if the tourists spend some time in their hotel and consume the facilities offered in the hotel."

Dias says that through its communication, Goa Tourism is looking at targeting the corporate affluent traveller, and putting forth the thought that Goa is no more just a vacation spot for Diwali, Christmas and New Year's. "Moving on from our initial marketing premise of '365 days on a Holiday', this time around, we have designed our promotions to bring the multi-faceted personality of Goa to the consumer's eye. Jazz concerts, spice plantations and adventure tourism are some of the aspects which we are bringing forth in our communication for Goa Tourism," he says.

Future Media runs properties such as Future Visual Spaces and Future Activation (creating media trends with innovative campaigns), Future Print (My World, a monthly magazine for women consumers), Future Radio (the in-store radio network), Future TV (the in-store TV network) and Future Theatre (media rights across select multiplexes).

AMO (Analysis of Marketing Opportunities) is a joint venture advertising agency set up in 2000, in association with Percept Holdings and Hakuhodo Inc.

First Published : February 12, 2008
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