Innovative marketing of Golden Chariot

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posted on 13 years ago — updated on 1 second ago

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BANGALORE: As an initiative to attract more tourists to the luxury train, Golden Chariot, the tourism department has chalked out n..

BANGALORE: As an initiative to attract more tourists to the luxury train, Golden Chariot, the tourism department has chalked out new marketing strategies. The tourism department will now rope in educational institutions, colleges, multinationals and corporate to enrol for bulk bookings.
"Annually, educational institutions take students on a vacation. We are focusing on such institutions, who would promote the Golden Chariot by word of mouth. South Indian tourism and the luxury train would gain more publicity, generating more revenue for the railways", said Srinivas, project director, The Golden Chariot.He added that for corporate houses, the travel plan helps in bringing people together. Companies can have team building programmes and various other activities within the travel plan. The department has also slashed the prices to 15 to 20 per cent for bulk booking.

Also, they have adopted direct marketing strategies like presentations at various places, in addition to traditional marketing strategies.

He said that in 2008, there was 20 per cent occupancy; in 2009, 25 per cent; and in 2010 it increased to 39 per cent. Now, authorities are expecting at least 50 per cent bookings. While the soft launch will be in the September, the actual launch is scheduled for midOctober.