Pondicherry Campaign Strategic Brief- "Nothing Doing"

The challenge was to develop a campaign from "nothing"! There was 'nothing' to do in Pondy according to people who went there!! But for us we had to have a campaign otherwise it was as our Head Office told us "Nothing Doing"!!

After some desk research and drawing heavily on previous work done for Kerala Tourism and Tunisia Tourism I came up with this brief:


Consumer Profile (Who are we talking to and why are we targetting them?)

•This will largely mirror the 'Indian international tourist profile' as Pondicherry is a sub-brand. The 'Tamil Nadu tourist profile' is also relevant .
–Within this we have to target the up-market consumers who are looking for a quiet holiday.
–Age wise its skewed to the mature group. Best to target the 35yrs to 50 years old group.
–Group travel is the norm now. People with common interests. Religion and Yoga could be propositions.


Key Consumer Insight :

•Most vacations which are meant for relaxation end up being more strenuous, taxing and hectic than normal everyday life with “things to do “ and “must see” lists. There are many who need a “genuine” vacation when they can catch their breath, pause and ponder on life and come to terms with it.


Proposition:

Pondicherry offers the tourist rest both mental and physical in its pristine sense. There is no “to do list” or “must see” destination. Life moves along as in a Zen prayer …you and the universe. It’s the place where you make peace with life and yourself.


Support to Proposition:

Pondicherry has few tourists and the places are relatively deserted. The landmark is an Ashram where people come to meditate. There is a Yoga festival which again is about inner peace and harmony and quiet contemplation. Beaches, are also quiet and without crowds and suited for quiet contemplation and to find the rhythm with nature. The proposed investments in Pondicherry also push for ecological balance and tourism that does not spoil the landscape and Nature’s balance.

Creative Button:

“Nothingness”. As in the consummate form of meditation as when you let your mind really rest without thoughts. It’s an ideal way to relax both body and mind.

•Tone Tenor and Feel:

Calm,still, soothing, tranquil. Far from the “madding crowd”


THE CAMPAIGN WE CAME UP WITH WAS A WINNER. IT GOT US A SHORTLIST AND APPLAUSE!