After having bagged the Pondicherry Tourism creative account in a multi-agency pitch, JWT (J. Walter Thompson) Chennai hopes to run specific campaigns for the different audience segments to promote Pondicherry as an ideal tourist destination.
For instance, the idea of weekend holidays in Pondicherry will be "aggressively promoted" among potential tourists in Chennai and Bangalore, and the French heritage of the place will be a major unique selling proposition (USP) while targeting an international audience, says Mr Ranji Jacob Cherian, Associate Vice-President and Client Services Director, JWT. "We will find other drivers for the rest of the country."
He reckons that the `Peaceful Pondicherry' theme, which JWT is keen to strengthen, can be highlighted better "by segmenting audiences and seeing what fits into each segment," rather than through a mass approach — and this means appropriate messages as well as media.
Pondicherry reportedly attracts more than five lakh tourists annually.
Mr Cherian says JWT is considering novel ways of exploring television, as also the Internet. It is also looking at "more contact points" with the consumers. Print, however, will be the major vehicle of campaign.
The deal with Pondicherry Tourism, which the agency bagged after a multi-round pitch, runs for a year. Earlier, the department's creative duties were handled by McCann-Erickson and TBWA India.