Integrated Campaign
Client Tourism Department of Daman and Diu
Brand Diu Tourism
Agency Ogilvy
Brief In spite of its natural beauty and Portuguese legacy, Diu was a blind spot for tourists. It was at best thought of as a weekend watering hole by travellers from the neighbouring dry state of Gujarat. The rest of the country didn’t even know where Diu was located. Our task was to make tourists look at Diu with new eyes. So that they would consider spending their holiday on this beautiful island.
Results The small island of Diu became big news among travellers, influential travel bloggers and the travel industry. From being a vaguely remembered dot on the map in school geography lessons, it became a desirable option for one’s next holiday.
We decided to sell Diu as a completely new island called Ilha de Calma – Portuguese for Isle of Calm. The name reflected the Portuguese heritage and the calm and quiet of the destination. A teaser campaign across print, TV, radio and digital showcased the exotic beauty of ‘Ilha de Calma’ without revealing its real identity. Finally our campaign revealed that Ilha de Calma was in fact Diu.


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