Prachi Desai is all set to promote the most beautiful tourist destination in India, Goa. She has been officially selected by the government of Goa to be the brand icon face of Goa Tourism.

 

The target group for the Goa Tourism will be the affluent group of youth segment who often visit Goa as compared to the other touristic destinations in India. She has become quite a favorite amongst the common people, after acting in the film ‘Once Upon A Time In Mumbaai’.

 

The event for announcing Prachi as the brand icon took place in Panaji, the capital of Goa on Wednesday eve.

 

Prachi was introduced to the media at a press conference convened at a starred hotel. She was very cheerful and enthusiastic about the whole thing.

 

She adds, “It's an honor to be the face of the most popular tourist destination. I've been to Goa quite a few times and found out that there's so much more to explore.”

The state tourism secretary M.M Modassir further adds, “As we grow, we need to change strategies. While we are not diverting from promoting Goa as a family destination, we realize that almost 50% of India's population is below the age of 25, and we are looking at targeting the affluent youth, who are a growing segment.”

 

 

The director of Goa Tourism, Swapnil Naik also said that they are going to run a multi-pronged campaign on television to attract the affluent group of youth audience in the potential market.

 

He further adds, “The campaign will span mediums that include TV, press, online and retail activation. It also includes celebrity representation and will be directed at the domestic market.”

 

Last hit ‘Love Aaj Kal’ is going to be aired on Zee TV on August 15 and the department will run a contestant call ‘Love Aaj Kal Go Goa Contest’ to promote their latest campaign.

 

Swapnil Naik adds on this, “Viewers will be asked three simple questions on Goa with winners standing a chance to win free holiday packages with airfare. In a true demonstration of public-private partnership, the TTAG will be pitching in with 3 night- 4 day holiday package for winners of the contest.”

 

 An ad-campaign is going to be run on television with a budget of Rs 1.75 crore and it will show Prachi promoting the Goa tourism and the famous visiting spots. The campaign will run in the month of August and September.