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CASE STUDIES
Uttaranchal Tourism

How Uttaranchal reached out to the world.
 
 
THE BRIEF

Uttaranchal, in India, offers a unique mix of tourist activities focusing on both spirituality and adventure tourism. Uttaranchal Tourism wanted to create a commercial presence that reflected these attributes.

THE SOLUTION

BBC World created a unique advertorial and sponsorship package to highlight the distinct characteristics of Uttaranchal and to engage the high-end international traveller. The package included:

Two bespoke commercials based on 'spirituality' and 'adventure tourism'.

Exclusive sponsorship of Talking Movies in South Asia and the Middle East including opening and closing billboards.

Exclusive placement of the commercials on specific US Airways flights.

Bespoke pre-and-post campaign research to gauge reactions to the campaign and awareness generated from the adverts.

Through its creative efforts, BBC World were proud to be the only international TV channel to secure Uttaranchal international coverage so far this year.

CLIENT COMMENT

'We were apprehensive as to whether a media partner would be competent enough to follow and interpret out brief for the Tourism Board. We found the right partner in BBC World - they understood our requirements perfectly and were able to creatively do justice and make our vision turn into reality. With their credibility and reach in our focus markets, we were happy to work with them as partners.'

Arun Srivastava, Director - Marketing & Publicity

Uttaranchal Tourism Development Board

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