'GOA BRAND' NEEDS REJUVENATION - BRANDING CONSULTANT

HERALD REPORTER

PANJIM, OCT 16
“Brand Goa is crying for help,” said Cajetan Vaz, Branding Consultant and advised Tourism Department “to examine the brand from scratch.”
Pointing out in great detail numerous flaws in “Goa Brand”, the Branding consultant posed some uncomfortable questions to Tourism Department while speaking at Knowledge Session on “Marketing Fundamentals -- Makeover for Brand Goa, “at the ongoing International Travel Mart (ITM) Goa on Saturday.
Even though the Tourism Department has come under fire for wrong portrayal of Goa several times in the past, this was probably the first time, it received flak from its own platform and some dose of advice to “seriously” look at “Brand Goa” to realise its full potential in true sense.
While making complete post-mortem of “Goa Brand” Branding consultant posed some hard hitting question – “Who owns Goa Brand? Is it the Tourism Department, the Goa Tourism Development Corporation (GTDC) or Goa Gutka,” as he pointed out discrepancies in Goa Brand.
Without mincing words he said the official website of Tourism Department is in many ways and more importantly in visual impact and it doesn’t reflect brand value.
Moreover, he did not fail to narrate his bad experience at Tourism Department stall wherein he was told to approach Patto office for updated info.
Appointment of actress Prachi Dessai as its youth icon to attract tourists in North India also came under scanner when he candidly asked, “Who is Prachi Dessai? Is she promoting or Goa is promoting her.”
Though he maintained that Goa Brand has huge potential, he was critical of Tourism Department that Goa is still being promoted as “beach and bikini” destination and the brand is missing essence and character of Goa.
Earlier Mehezad Munsaf, Chairman, Instinct Publicity Group Worldwide too pointed out that “real Goa is missing” from current portrayal of Goa. He said Tourism Department need to highlight less of nightlife of Goa and to come out with fresh image of the State. He also questioned whether Tourism Department expects only youngsters to visit Goa as it is emphasising on the nightlife and party scenes.
“There is need for greater brand promoting as most of the tourists go back without exploring half of the State,” he pointed out.
V Sunil, Executive Creative Director, Wieden+ Kennedy and who conceptualised the Incredible India campaign with Amitabh Kant ten years ago, too was critical of Goa brand. It is not packaged and presented properly.
Participating in discussion Swapnil Naik, Director Tourism, however said they have identified some of the problems and have taken some measures for better portrayal of Goa. But finances have been major problem, he said while explaining why they have not been able to hire bigger advertising agency for promotion of Goa.
Cajetan Vaz however said maximum effect can be had from limited budget by employing wonderful ideas. With technology you can work wonders with limited budget.
Abhijit Dessai, AVP, Hexawar and Jhonny Schou, Director, Discover the World Marketing also participated in the Session.