Saturday, January 9, 2010

Marketing campaign “Launch Nalanda”

Nava Nalanda Mahavihara in collaboration with Indian School of Business is conceptualizing a marketing campaign to market “Nalanda”. The study will draw inputs from experiences of visitors, tour operators and stakeholders. The idea is to develop a “Nalanda brand” within the context of the regional brand that engages existing and potential target markets and clearly illustrating to potential visitors the “personality” of the Nalanda and its appeal as a unique and attractive travel alternative.

Nalanda as destination continues to enjoy an extremely positive image but there is a need to animate the experience and bring it to life. A suitable experience can be packaged for the visitor only if we know the main activities visitors are seeking while in Nalanda. The place has lots to offer to all types of visitors and suitable products can be designed catering to each category of visitor. There is need to Identify and develop new and redevelop existing visitors and tourism opportunities and facilities at Nalanda and Rajgir. Effective means of linking existing and new tourism assets and experiences together shall enable greater marketability.

A marketing campaign “Launch Nalanda” shall be designed on the basis of inputs from the experts. The campaign will reflect our core strength – the rich archaeological heritage, stories and events from past, the warmth of people and the living and historic culture which have always resonated so well with our visitors. New campaign will be wholly integrated across all marketing communications with the role of the internet being fully exploited.

1 comment:

Kaushal Kishore , Kharbhaia , Patna : कौशल किशोर ; खरभैया , तोप , पटना said...

The idea of Launch Nalanda in association with ISB Hyderabad is important step in the right direction.However without going into the proverbial chicken and egg issue , non availablity of adequate infrastructure- in particular boarding and lodging facility - may prove to be the critical factor in translating dream into reality.
How mauch of tourist load can be handled
with the present facilities, how fast it can be upgraded in short term and medium term - are some of the important consideration.
But ,the idea of working in association with ISB for promotion and marketing is critical move in the right direction.