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J&K rebranded as a destination for adventure tourism

31-March-2017
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J&K rebranded as a destination for adventure tourism

Unrest and violence in Jammu and Kashmir hit tourism massively last year. It was reported in the media that footfall of tourists fell to as low as 250 per day from a staggering 12,000 per day. The tourism sector which is a significant contributor to the state’s economy is awaiting revival this summer.

Ahead of the summer tourist season, the Jammu and Kashmir tourism board is all set to launch two new TVCs to promote tourism in the state. Both the TVCs have been conceptualized and executed by Cineroed India.

The brief for the campaign was to promote Jammu and Kashmir as an all-season destination that is suitable for adventure sports. The last promotional ad for Jammu and Kashmir tourism positioned the state as an enchanting destination that is ‘Paradise on Earth’. It showcased the state’s natural beauty and the myriad opportunities for tourists to unwind and relax.

Of the two ads, one ad focuses on the adventure tourism aspect of Jammu and Kashmir while the other brings forth the idea that tourists can visit Jammu and Kashmir all year round, not just in summer. This campaign positions Jammu and Kashmir as the ‘Land of Ultimate Adventure.’

Speaking to exchange4media about the two ads, Nabarun Banerjee, co-founder and director, Cineroed India, said, “States like Himachal Pradesh and Uttaranchal are commonly associated with adventure tourism. The intent was to showcase the scope for adventure tourism in the state. Kashmir had always been a paradise when it comes to location. We wanted to offer a different take. Kashmir also has the perfect weather for tourists and that is an aspect that has never been addressed in previous campaigns. So, we did the all-weather ad as well.”

The ads are yet to be aired on television. It is hoped as calm returns to the state, the two ads will help create a brand new image for J&K tourism.

The previous ad from 2014 can be viewed here:

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