Branding & communication plans for Sikkim Paragliding

ByPradhanbros23 July 2013

Contents1. Brief introduction2. Objective of the communication3. SWOT4. Understanding target audience5. Plans and advertising mediums

About Sikkim Paragliding

• A premier paragliding co-operative society in sikkim.

• Members are travel operators and pilots• Is in the process of becoming the most

popular adventure activity in sikkim• Had the support of TASS & Sikkim Tourism• Has a premium price in the tourism circuit• Is a young and a potential organisation

Objective

• To create Sikkim Paragliding image as the best adventure activity for tourist (i.e to be among the must do things when a tourist visits sikkim)

• TO make it the first choice of tourism adventure activity in sikkim.

“ See sikkim from birds eye view,

with Sikkim Paragliding”

Sikkim Paragliding: SWOTStrengths:-Already a premier co-operative societySupport of TASS and Tourism DepartmentRecognised By PAISikkimese Piolots

Weakness:Lack of promotionsTourists not aware of the sportsPior planning and implementationStrategyLack of training institutes

Opportunity:To be the formost adventure activity in sikkimHas created a new travell and sports experienceAnother feather in tourism of sikkim which it can boast offCan create a training instituteCan be self sustaining

Threat:Private players who are swift to capatilize on the demandParagliding also in neighboring region of Darjeeling & Kalimpong.

Target Audience

• The target audience can be divided into three segments:

1. Indian Tourist• Sec a, B and B+ • Living in metros and tier II cities2. International tourist• All foreign tourist to be targated3. Locals• Develop the thirst for para adventure

– Get them to start flying

Indian Tourist• Age Gp: from 25 to 50 years• Sec A,B and B+ • Living in metros and tier II

cities• Has the thirst for adventure

and want a trilling vacation

Promotional activities• Web site updates and drawing traffic through-• E milers and sms campaign to the above

segment• Ads in tourism magazine like :- Travel Plus ,

outlook traveller ( B2 c magazine) and Travel Biz Monitor (B2 b Magazine)

• Pamplet and brochure distribution to all major agents across india.

• Advertorials in Graphiti, Mumbai Mirror, Delhi times and other lifestyle dailies.

Promotional activities

• Social Media promotions on face book• Google ads promotions• News letter creation :- This to be distributed to all hotels

and travels agents• Hoarding at Prominent locations to trigger para adventure

like:- NJP, Bagdogra airport, Rangpo and Gangtok.• Branding through banners, standee and flags across

prominent planes in Sikkim.• Merchandising of par glider toy in association with

handicraft and handloom.

International Tourist

• Associations with international paragliding associations

• Banners ads in their web site• Banner ads in Sikkim tourism website and STDC

web site• Advertorials in international magazine• Kiosk at International airport in Delhi and

Bagdogra• Inflight magazine ads

Locals

• Camps should be organised to enthuse locals to actively participate

• Sms and emailers to all travels operators on developments and activities of sikkim paragliding

• Locals as brand ambadasors of the sports.• Branding in local taxi and busses.• Cross promotions with local Tour operators

Thanks