Goa Tourism is going all out to attract shoppers through a new campaign specifically created for the in-store medium. The creatives for the campaign have been designed by AMO Communications, and would be promoted by Future Media through its offerings like Future TV, Future Visual Spaces, Future Activations and Future Print.
Speaking on the collaboration, Anup Kotekar, Business Director-Audio Visual, Future Media Ltd, said, “Like every other established media, media in the ‘ambience of consumption’ too requires specialised creatives. To be impactful, commercials need to be of short duration, be cognitive in nature and should not have too much emphasis on audio – since it is an audio-heavy ambience already. Elvis (Dias, MD, AMO Communications) and his team have got it right and we are positive that we will see good results for the Goa Tourism campaign.”
Dias explained, “In-store television is a relatively new medium in the country. Hence, in order to grab consumer eyeballs, the creative treatment must be handled differently. One cannot slap on a regular TVC on to this media as it just loses its significance. One pointer from a creative perspective is that there should not be too many cuts. Attention spans being really short in this ambience, one has to try and get the message across in as little time as possible. Anticipating the potential of this new medium, we have already launched a separate division at AMO that would exclusively handle the marketing communications for this emerging media space.”
The promotional campaign, conceived and conceptualised by AMO Communications, undertaken by Goa Tourism Board, gives viewers of Future TV a chance to win an all-expense paid holiday in Goa. The activity, which spans beyond Future TV, includes other verticals too, such as Future Visual Spaces, Future Activations, and Future Print with an advertorial on Goa in ‘My World’, a monthly magazine for women.