Repositioning Rajasthan

The state of Rajasthan is widely acclaimed for their majestic royal palaces, forts, camel caravans, textiles, and festivals. Yet, there was an unexplored side to Rajasthan, which the  Department of Tourism was keen to promote.

The PRactice’s mandate: to reposition the brand by changing the tourist’s perspective of Rajasthan and promote the unexplored destinations of Rajasthan. We took a dual approach: to sustain positive conversations around  brand positioning and drive Rajasthan’s diverse offerings that include wildlife, food, adventure tourism, culture, heritage and luxury experiences. Secondly, we had to inspire more travellers to visit uncharted destinations.

We took a dual approach: to sustain positive conversations around  brand positioning and drive Rajasthan’s diverse offerings that include wildlife, food, adventure tourism, culture, heritage and luxury experiences.

Our Strategic Media Relations program focused on familiarization trips designed around the new positioning. Each familiarization trip included a combination of freelancers, media publications, bloggers and photographers to impact a larger audience across different media channels. We leveraged key festivals and events like Jaipur Lit Fest, Rajasthan Diwas, Pushkar Festival, Jaipur photo Festival and celebrity visits to the state for occasions; capitalised on trade shows and on key airline partnerships like Air Asia’s new flight from Kuala Lumpur to Jaipur.

In a span of six months, we had organized 11 media trips, which included two familiarization tours with international freelance media, key authors and personalities from the Jaipur Lit Fest. We had successfully initiated effective, organic feature stories on the seldom seen splendors of the state. Our Strategic Brand Communication program achieved the desired outcome  — we ran up 1,000 media stories and 150 million media impressions on the lesser known face of Rajasthan.

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