Gujarat Tourism takes a ride on Delhi Metro

Gujarat Tourism Development Corporation has branded one entire Reliance Metro Airport Express train as a part of its 'Khushboo Gujarat Ki' campaign featuring brand ambassador Amitabh Bachchan. The tie up with Delhi Metro involves about 2 per cent of the total campaign budget.

As a part of its Khushboo Gujarat Ki campaign, Gujarat Tourism has branded an entire Metro train running on the Airport Express route in Delhi. The interior of the train showcases posters and displays that highlight the best tourist places in Gujarat, and also feature Gujarat Tourism's brand ambassador, actor Amitabh Bachchan. The exterior of the train has been decorated with the same creatives, as well. The creatives are designed by Ogilvy & Mather.

A total budget of about Rs 70-80 crore has been reserved for promotions in the next year. The estimated spends on 'Khushboo Gujarat Ki' campaign for the next three months are said to be about Rs 38 crore.

Vipul Mittra, principal secretary, tourism, Government of Gujarat, says, "The state has seen an exponential increase in the number of tourists after the promotions started two and a half years ago. The Kutch district has seen about four times increase in the number of tourists, whereas the Junagad district has witnessed about 100 per cent increase in the number of hotels. We expect an increase of about 7-8 per cent in the number of tourists in this quarter."

According to Mittra, about Rs 1.4 crore was spent on branding the entire train. He reveals that if the campaign produces the expected results, it may be extended to include more Metro trains. The corporation has also put up billboards all across the Capital, including at Metro stations.

The state receives about two crore tourists each year. Maharashtra has the maximum number of tourists in the country, while Delhi attracts the third highest number of tourists, after West Bengal at the second position.

Gujarat Tourism Development Corporation had taken on board Amitabh Bachchan as its brand ambassador in 2010. With the 'Come breathe in a bit of Gujarat' tagline, senior officials claim that the tourism business of the state has grown at about 18 per cent per annum in the last two years. With the current campaign, the tourism business is expected to record 25 per cent growth.

To attract more tourists, the corporation also targets Kolkata with frequent road shows. Also, Mumbai is its next target to promote Gujarat as an attractive tourist destination in the country.