Pondicherry Strategic Brief

Target Profile:
•This will largely mirror the Indian international tourist profile as Pondicherry is a sub-brand. 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.

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” . "Lost in an island of togetherness" for the honeymoon/couple segment.

Creative Units:

•Campaigns aimed at the up-market tourist.
•The tourist who is looking for peace and tranquility. Could be a harried professional who needs to take a break from a hectic work schedule, or a person coming to terms with a bereavement, a couple trying to save a marriage by spending time together, discovering each other….the myriad reasons for getting away from the “madding crowd”. Bit of a self- actualizer
–“Far from the madding crowd” series
–“Together in the silence” series
Creatives Follow