Goa Tourism Development Corporation (GTDC)

Session on branding and Promotion

Goa Tourism Development Corporation (GTDC) is the government organization set up on March 30, 1982 to take care of the commercial activities of the government in the service industry of tourism in the state of Goa. It is the premier government body and is considered to be one of the successful corporations in the service industry in Goa.

Neena Dayal conceptualized a campaign promoting Monsoon Tourism in Goa.

Neena accepted this assignment as an external consultant to an advertising agency. Such assignments were an extension to her advertising and branding repertoire.

She was leading an advertising agency which had a small and startup setup. She enriched her work with great future vision, utilizing the multifarious talents of her team very well, and expanding her own canvas with every assignment.

The concept of monsoon tourism was introduced through this campaign. Thereafter, it caught up in various other coastal states. Neena has lived and traveled through the coastal areas of India for many years. During this time she had thought many times about the abundant natural beauty of the states, which stood out much more vibrantly during the monsoon seasons; and how it was underutilized by the tourism agencies.

She had also noticed that unlike in the Northern parts of the country, the rains in the coastal areas are very therapeutic and did not cause any epidemic diseases. So she conceptualized this idea of monsoon tourism, and Goa Tourism Development Corporation (GTDC) accepted it immediately.

The campaign was planned with publishing weekly advertorials in all the leading English dailies of Goa. These were conceptualized and the written contents for them was created personally by Neena. The graphic contents were also created under her supervision.

The other singularly unique element that was highlighted in these campaigns was Monsoon Football matches. These are held in Goa with great gusto in every village, community, town and city.

Neena did extensive coverage for such football events. These were telecast on ESPN channel in slots of 35 minutes each.

This was the first opportunity for Neena to do reporting for any sports channel. But true to her adventurous nature, which propels her to always be ready to accept new challenges, this too turned out to be a wonderfully memorable feather in her cap.

Goa Tourism Development Corporation (GTDC) was yet another satisfied client.