Last month the Taj Mahal in India joined twitter with its
handle @TajMahal, becoming the first historical monument to join twitter. The
handle now has over 180k followers, less than one month since its start. The
twitter handle posts tweets from the Taj about visiting the monument. The
handle also asks its followers to regularly post their memories of visiting Taj
and this has seen Indian as well as international tourists post hundreds of pictures
and experiences. The handle keeps coming up with other questions for its
followers such as asking for books written on Taj or asking people to spell Taj
in their language.
I found this initiative to be an innovative way to market
Indian tourism within India and abroad (although I do think that the initiative
is more targeted toward driving domestic tourism). While there are multiple
platforms online about the Taj, it’s very own twitter handle generated a lot of
buzz and interest. The twitter launch was done on Indian Independence day and
received much media attention. It was a well-crafted marketing initiative.
With significantly high mobile penetration in India and
rising disposable incomes that allow more people to travel within the country,
I think it is an excellent marketing strategy to create higher recognition for
a monument / place / city on digital media to drive tourism. Involving people
in the dialogue makes it more interesting for all to follow.
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