Case --

Mr. Satyan heads a Marketing Consultancy firm. A few months back, he secured the account for the Ministry of Culture and Tourism of an Indian state. He has been assigned the task of revamping the image of the state as a tourist destination.

Situated on the coast, the state is home to beautiful beaches and several ancient monuments. The hinterland of the state is home to dense forests rich in flora and fauna. However, the state fails to attract tourists across India, not to mention tourists from outside of India.

Following Satyans advice, a reputed Advertising and Communications agency has been hired to design a series of communication messages to promote the state as a tourist destination. Meanwhile, Satyan has been asked to prepare the creative brief based on the inputs received in a high-level meeting with the Chief Minister, the Minister of Culture and Tourism, and other key officials. In the meeting, the findings of the recently concluded survey conducted among the stakeholders across India were discussed.

Some of the key findings of the survey are provided below:

Data based on unaided recall show the majority of the respondents associated the state with frequent natural calamities such as floods and cyclones.

The percentage of respondents among the general public, across India, who reported to be aware of any locale in the state worth a visit is low

Based on the case facts and your understanding of Marketing Communication Management, answer the following questions:

Q1. What according to you should be the objective(s) of the communication message(s)? Describe briefly.

Q2. What are the various media platforms on which the communication message should be showcased? Define the target audience for the corresponding media platforms.