Percept One manages the Agra Taj Car Rally campaign for UP Tourism

Industry Watch | February 10, 2015 | News

UP Tourism Percept One

Percept One, the integrated Marcom Division of Percept Limited, successfully executed the first ever media campaign for Uttar Pradesh Tourism (UPT) with an objective to promote the Heritage Arc through the unique initiative of ‘The Agra Taj Car Rally’ held from Jan. 31 to Feb. 1.

Percept One won the mandate from UPT to execute the holistic media duties of the rally within a stringent timeline of five days. The mandate of UPT was to create mass awareness for the unexplored hinterland territories of UP with an intent to tap into the exponential tourism potential and promote these unique unchartered territories as the next big travel destination for adventure and sports enthusiasts.

The primary goal of Percept One was to reach out to a diverse yet relevant target audience spanning motor sports enthusiasts and adventure tourists pan India and overseas across multiple platforms with an agenda to inform, engage and interact pre, during and post the rally. The objective of hosting a car rally was to position UP as the ultimate destination for adventure tourism and incentivise adventure sports enthusiasts to visit the state and explore the vast hinterland within the challenging format and parameters of Time, Speed and Distance.

The activity had 3 main components viz. Social Media, PR, and Television integration. The strategic PR campaign handled by Percept Profile, the PR Division of Percept, saw the launch of the UPT Heritage ARC initiative and its association with the Agra Taj Car Rally 2015 via a Press meet announcement held at the Delhi Press Club on Jan. 24. This was followed by extensive print, TV and online media coverage, supported with innovative promotions across social media platforms Facebook, Pinterest, Twitter, Instagram and You tube.

The rally commenced at the Lion Safari, Etawah on Jan. 31 and was flagged off by Dimple Yadav, MP, Samajwadi Party. More than 80 teams gathered at the ravines of the Yamuna to participate in the launch edition of this car rally. The rally circuit spanned the Chambal ravines, National Highway No. 2 and Agra on Day 1, followed by the Agra Fort, Chambal Valley, Chambal Wildlife Sanctuary and Jarar Brara on Day 2, finally culminating at the Courtyard Marriott in Agra on Feb. 1, therein covering a rough terrain of over 400 kms over a span of 2 days.

The Percept One Digital team accompanied the rally to ensure live updates and coverage over social media platforms in real time. Television Partner NDTV created an entire episode covering the entire rally right from flag off to the prize distribution ceremony, therein highlighting the vision of UP Tourism and the uniqueness of the Heritage Arc circuit.

Team Digvijay Singh and MK Mokhtiyar Ahmed won the Agra Taj Car Rally 2015 edition. Team Sachin Singh and M. Prakash came second, while Team Harshvardhan Singh and G. Natrajan were placed third. The Gala Finale & Awards Ceremony witnessed a galaxy of sports stars including Gaurav Gill, India’s leading Rally Driver & Champion, Asia Pacific Rally and Deepa Malik, Arjuna Award winning athlete. Other dignitaries present at the Closing Ceremony included various ministers, commissioner and other well known personalities from the world of motorsports. The ball brought together on stage a gamut of stars to celebrate the successful completion of the first edition of the rally.

Speaking about the initiative, Om Prakash, Tourism Minister, UP Govt. said: “The Agra Taj Car Rally 2015 is a great opportunity to showcase the tourism potential of UP. By following a format never done before, we are reaching out to youngsters who are avid drivers and adventure travellers, and are inviting them to explore the rustic hinterland of UP. The state of UP has a lot to offer in terms of adventure tourism with a variety of landscapes like rugged terrains, imposing topography, unrelenting water bodies and much more that pose huge challenges to adrenaline seeking adventure enthusiasts that makes the state a top adventure destination in the country.”

Adding further, Amrit Abhijat, Secretary Tourism, Uttar Pradesh said: “The Rally will be a highlight of the promotion of the Heritage Arc of Uttar Pradesh which is an exceptional and culturally distinctive region of the state offering a unique experience to tourists. With this platform our aim is to boost the tourism of the state and develop the Heritage Arc involving Agra, Lucknow and Varanasi region. This initiative will go a long way in providing fillip to the improvement of infrastructure of the locations including roads, amenities and monuments amongst others which will enable us to attract many more tourists in times to come. We are confident that the platform will facilitate us to develop the tourism profile of the state and establish Uttar Pradesh as the Tourism Capital of the Country.”

Speaking about the campaign, Sanjay Shukla, COO, Percept One said, “We at Percept One take immense pride and honour in being associated with the UPT. It was challenging yet exhilarating to execute the campaign within such tight timelines but as a team we managed to pull all our resources together to make it happen and I am thrilled with the enthusiastic response we have managed to garner for the event.”

Adding further, Rahat Beri, COO, Percept Profile said: “It was a challenging and great experience to work with UPT for the launch edition of the unique car rally. The mandate was vast and time bound, but our team managed to pull a great PR campaign spanning traditional and new age media thereby garnering phenomenal awareness and responsiveness pan India and overseas for the rally.”

Commenting on the initiative, Gaurav Gill, India’s leading Rally Driver & Champion, Asia Pacific Rally said: “The Agra Taj Car Rally created lots of buzz across the National Rally scene and have witnessed great participation from rally drivers, both professional and non-professional from across the country this year. With much enthusiasm, all the participants presented an excellent balance of time and disciplinary skills. I am confident that the magnitude of this rally will rise in times to come and will enable UP Tourism to promote the tourism portfolio of Uttar Pradesh in a much grander scale.”

It was held as part of the first ever media campaign for UP Tourism with an objective to promote the Heritage Arc.

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