To be heard, tourism boards rope in RJs

Tourism boards have turned innovative in radio advertising when it comes to promoting their destinations among Indian travellers.

Last month, Singapore Tourism Board (STB) ferried Indian radio jockeys to Singapore. Visit Britain is exploring similar initiatives and the Department of Tourism and Commerce Marketing, Dubai, plans to increase its presence on radio.

Radio jockeys from eight Indian cities, where Radio Mirchi is present, reported live the year-ending actions from the island city. The RJs walked down the streets of Singapore to bring live reports.

"The idea is to promote year-end travel to Singapore. While we did promotions in the form of advertorials in print and tie-ups in television serials, this pact between Singapore Tourism Board and Radio Mirchi is an example of embedded marketing in radio," says Rebecca Lim, area director, western India, STB.

"Currently, the results are positive and we are getting enquiries," Lim added.

Britain's tourism board, Visit Britain, is also planning a similar initiative. Said Sylvia Fernandes, representative, Visit Britain, "We are looking at other options of marketing. While we would be looking at advertising through radio in a big manner by sending RJs to Britain and report from there, we would also be promoting our online marketing venture through the radio."

Visit Britain has in the past done promotional marketing on television with serials such as Kyunki Saas Bhi Kabhi Bahu Thi and Kashish on Star Plus where they took the actors on a promotional visit.

Dubai's Department of Tourism and Commerce Marketing has got into an advertising initiative with Radio One and Big FM from December 20 to January 7 in Mumbai, Bangalore, Hyderabad and Delhi.

The Dubai tourism board has plans to do similar promotions in March, April and October across five radio channels in these cities to promote itself.

"Radio comes as an 'in-between opportunity.' It gives a captive audience during the peak traffic hours and most of the listeners are the ones who have the capacity to spend," said Carl Vaz, director, Dubai representative office in India.

Advertising on radio is cheap compared with television and print. However, it depends on the city and the slot chosen to advertise. For example, a commercial on a radio channel in Jaipur would cost it Rs 150 whereas in Mumbai would cost Rs 1,500.

If the tourism board wants to advertise for a prime time show like Kyunki Saas Bhi Kabhi Bahu Thi, it will have to shell out Rs 2 lakh. But for a slot of 4 pm, when most of the television channels repeat their daily soaps, the cost could also come down to as much as Rs 500.

Besides the cost advantage, advertising on the radio does not give the listener a feeling that it is the result of a marketing tie-up between the FM channel and the tourism board.

"While a destination is always explored visually, this promotional activity is a unique way to bring a destination closer to listeners," said Vaz.