Prachi Dessai to showcase Goa as safe tourist destination

PANJIM, AUG 11
In a bid to boost up Goa’s tourism economy the State Government has shifted its focus on “affluent domestic youth” and designed a multi-dimensional campaign to attract youth.  
Prachi Dessai, lead cast of Bollywood flick “Once  upon  a Time in Mumbai” has been chosen to be the brand icon to promote Goa as safe tourist destination.
Nilkant Halarnkar, Minister for  tourism while unveiling this multi-dimensional campaign at a  city  hotel on  Wednesday  here, said  this drive will remove labels attached to Goa as an unsafe tourist destination.
It must be recalled that former tourism minister Mickky Pachecho had publicly said that Goa has become  rape  capital of India, following  rape  of a Russian  woman in South Goa. Goa’s image as safe and family tourist destination took a beating after murder of British minor, Scarlet keeling in 2009  in Anjuna followed by two incidents of  rape  involving foreign women, this year.
When questioned as to whether she is not apprehensive about promoting Goa as safe tourist place  in the face of incidents of sexual assault on foreigners   —  Prachi Dessai said  she has visited   Goa  four  times  in the past  and have always found it to be safe.
“You enjoy yourself  but also be responsible,”  she  said. “Domestic tourists visiting Goa mostly come alone and are a bit careless, “ she said in relation  to  attack on  foreign tourists.
The  multi-dimensional  campaign  to  boost  tourism   will be conducted  through  all channels of communication  —  television, newspapers, retail activation directed  primarily at  domestic tourism.
The Love Aaj Kal Go Goa Contest – The campaign  will kick off  with  a contest, to coincide  with the global  premier  of   the Hindi movie  — “Love Aaj Kal”  on August 15at 8 pm  on Zee  TV.
Swapnil Naik, Director  of Tourism  briefing  about the campaign, said   TV promos profiling  imagery of Goa, cleverly juxtapose  against the feature film, are  already on  air drumming up   awareness  and excitement  levels.  During the movie,  viewers will be  posed three simple  questions on Goa with winners  standing  a chance  to  win free  holiday package  with airfare.
Online promotion  —  viewers  who wish  to participate  in the contest will be required  to  log on GTDC  website www.goa.tourism.com to answer the  questions and  enter the contest,  via  a specially created micro-site.
Retail  Activation —  The  contest promotion will also be heavily publicised  through  promos on the TV  screens  at all  future  group establishments , including  BIG BAZZAR and Pantaloons, thus  imparting a  360  degree  feel to the campaign.