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Maharashtra
Unlimited Bags Silver Award At The Abby
We
are working on an international marketing strategy to
promote the theme of ‘Maharashtra Unlimited’ and have
commenced a public relations exercise in Germany and
the UK
The
new print-advertising campaign of Maharashtra Tourism
Development Corporation won the silver award in the
travel and hospitality category at the recently held
Abby Awards. This was the only award that was given
out in this category. The ad was created by O&M
(Ogilvy & Mather)
The advertising campaign has a two-fold objective. Firstly,
to double the tourist traffic into the state over the
next five years and secondly, to promote the theme ‘Maharashtra
Unlimited’. The print ads capture the spirit and
taste of various destinations in the state, using poetry
as a method to narrate the story. It also makes a comparison
of destinations in Maharashtra to destinations abroad
for eg Vengurale to Hawaii, Mahabaleshwar to the Grand
Canyon and so on.
 According
to Ashish Kumar Singh, managing director of MTDC,
“We are working on an international marketing strategy
to promote the theme of ‘Maharashtra Unlimited’
and have commenced a public relations exercise in Germany
and the UK. We want to exploit the tourism potential
by promoting the regional strengths - eco-tourism in
the Sahyadris, the sun, sand and sea experiences at
the virgin beaches like Tarkarli and Ganapatipule, wildlife
in Vidaarbha, heritage in Aurangabad, religious tours
in North Maharashtra and the metro experience in Mumbai
and Pune and Nashik.”
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