J&K Rebranded as a Destination for Adventure Tourism

  • Unrest and violence in Jammu and Kashmir hit tourism massively last year. The footfalls of tourists fell to 250 per day from 12000 per day. The tourism sector is a significant contributor to the state’s economy.
  • Ahead of the summer tourist season, the J&K Tourism Board is all set to launch 2 new TVC to promote tourism in the state. The campaign helps promote Jammu and Kashmir as an all-season destination suitable for adventure sports.
  • The previous promotional ad for Jammu & Kashmir tourism positioned the state as a destination that is ‘Paradise on Earth’. The change in positioning was due to the fact that Himachal Pradesh and Uttaranchal have been associated with adventure tourism.
  • Kashmir also has perfect weather for tourists and it is hoped that calm returns to the state. These 2 ads will help create a new brand image for J&K Tourism.
Source:  http://bit.ly/2nqH8L8


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