Content Collaborations: Government our bodies work with publishers & influencers to push tourism – Social Samosa
Social Samosa lists key fundamentals of content material created by means of collaborations with influencers, publishers, and OTT platforms as seen in 2021, highlighting how they make an integral a part of tourism communication technique.
In sync with the Digital India initiative and the rising presence of presidency our bodies on social media, tourism our bodies are additionally accelerating their efforts to work with bloggers and new-age publications to advertise their initiatives. While it’s not a brand new phenomenon, 2021 was a notable yr for such campaigns as they’re being initiated to woo an viewers that has spent over a yr at house. It is the dream of a post-pandemic trip that makes them distinctive. We check out a number of the distinguished government-new media collaborations of 2021.
Kerala Tourism: My First Trip 2021
Extending the Kerala Blog Express invites to 10 home journey influencers, the 2021 version of this long-standing Kerala Tourism marketing campaign was referred to as #MyFirstTrip. The collaborating influencers adopted completely different itineraries for six nights and 5 days, producing unique content material items for Kerala Tourism. #MyFirstTrip aimed to announce to the world that ‘God’s Own Country’ was open for vacationers — and that every one the COVID-19 protocols had been being adopted within the state. The earlier editions of Kerala Blog Express, which started in 2013, had solely worldwide bloggers and social media influencers.
Madhya Pradesh Tourism & Travelxp
In partnership with Travelxp, Madhya Pradesh Tourism got down to showcase the state’s heritage, tradition, journey and wildlife locations. Gypsies was shot earlier this yr with influencers Krissann Barretto and Benafsha Soonawalla. Its narrative focussed on caravan journey, a brand new format of tourism that Madhya Pradesh Tourism, very similar to Kerala Tourism, has been selling closely. The hosts can discover native customs, have interaction in native adventures and drive by means of a number of the greatest locations within the state — whereas adhering to the COVID-19 protocols.
Also Read: Road’s The Way: Kerala Tourism prepares for the wants of safety-conscious travellers
Himachal Pradesh’s Chalo Chamba
Chalo Chamba marketing campaign was created by Himachal Pradesh Tourism as a part of their 50 years of statehood celebrations. The essential spotlight of the marketing campaign was the Rally of Chamba, an annual motorsport occasion organised by Brown Bear Motorsport within the district of Chamba in Himachal Pradesh. The expectation from the federal government right here was that the individuals would create and add content material round #ChaloChamba. Based on the three Cs — craft, tradition, and delicacies — the marketing campaign helped the state spotlight probably the most picturesque areas by way of social media. As a part of the marketing campaign, a cell app was additionally launched.
Gujarat’s showcase on MX Player
Gujarat Tourism partnered with MX Player and MG Motor to create Hidden Taste of Gujarat. The five-part mini-series options Chef Smit Sagar’s culinary journey of discovering probably the most genuine recipes and exploring completely different sides of the state. The present, in elements, is all in regards to the ease of travelling the landscapes of Gujarat in an MG Motor automobile. The 5 cities lined embody Rajkot, Mangrol, Surat, Dwarka and Ahmedabad. Chef Smit visits these locations, assembly native cooks to study recipes and know extra about how the dish got here to be.
Maharashtra Tourism & Curly Tales
In partnership with Maharashtra Tourism, Curly Tales has launched a brand new collection — I Love My Maharashtra. It options Kamiya Jani’s journey as she explores the assorted features of the state, by means of the lens of a traveller. Each of those movies showcases a distinct metropolis in Maharashtra. Most of them prominently characteristic the ‘I love <city name> signs that are commonly found across the country. These videos are being released on YouTube as well as the Curly Tales blog. A short version of each is being released on Instagram with a ‘paid partnership’ tag. All communication round ‘I Love My Maharashtra’ comprises a CTA the place individuals are directed to the Maharashtra Tourism web site for extra data.
Government our bodies, particularly these coping with people-centric companies similar to tourism, are all the time fast to develop content material by means of collaborations with journey manufacturers, publications, and influencers that assist them attain wider audiences. They pivot their methods to match the evolving wants of their shoppers and talk with them on channels the place they exist.
The power of government-new media tourism campaigns lies within the merger of authority and experience. A novel side in regards to the latest ones, particularly in 2021, is that they give attention to choices that individuals can expertise as people. It is maybe one of the telling indicators of how Indian tourism our bodies try to navigate the influence of the pandemic.
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