Diu Tourism paints itself as island of calm to get on travellers' list

Watch the ad film conceptualised by Ogilvy and Mather here

Feb 11, 2015 09:51:00 AM | Video | Campaign India Team

Diu Tourism has launched an ad campaign conceptualised by Ogilvy and Mather. The TVC was preceded by a week-long print teaser campaign. OgilvyOne was responsible for the digital exposure to the campaign.
The ad film starts with a young woman executive stuck with her busy chaotic life. A sudden break in the chaos happens when we cut to the serenity of the island. We watch her indulging herself in the calm surroundings and experiences of the island. The commercial ends with her enjoying the sunset atop a lighthouse as the logo of Diu, Ilha de Calma is revealed.
Sumanto Chattopadhyay, executive creative director, South Asia, Ogilvy, said, “Despite the serene natural beauty, the Portuguese heritage and other attractions of the place, Diu is a blind spot for most tourists and travellers. To make them look at Diu with new eyes, we have re-branded it as Ilha de Calma – Portuguese for Isle of Calm. Once we had deployed the teaser ads to get people interested and talking about this new mystery place. All that was left to do was to reveal that it is in fact Diu.”
Chattopadhyay further commented, “It was brave of the client to go with a campaign like this. And it has worked. People have noticed it and are talking about it. The conversion from chatter to bookings should follow soon. It is a sustained long-term effort.”
The campaign straddles TV, print, digital and social media.
Client: Diu Tourism
Creative agency: O&M Advertising - Mumbai and OgilvyOne Mumbai
Creative team: Sumanto Chattopadhyay, Abhijit Karandikar, Nilay Moonje and Nishigandh Dhende
Account management team: Abhik Santara, Nikhil Mohan, Nayna Tekwani and Avtar Singh Negi
Account planning team: Prem Narayanan, VipashaBhuptani and Aparna Jain
OgilvyOne Mumbai:
Creative team: AnandGharat, Jolene Michael, Misha Paul, SudarshanShattigar
Account management: SaurabhMankhand, Kevin Jacob, Serena Paes.