Welcome aboard, as India seems to be riding on a brand new wave of change which is moving away cautiously from cynicism to hope. This whiff of freshness in the political arena does have its definite impact on the private sector. From leading corporate head honchos, to the opinion leaders to the ‘aam aadmi’, everyone takes pride in mentioning the interesting tagline made popular by Shah Rukh Khan ‘never underestimate the power of a common man’.
Talking about taglines, our cover story this issue speaks about the very spirit of the same. From brand recall to that of imparting the most desired message, from brand identity to finally meeting its aim of attracting the traveller to its destination, destination slogans and taglines are a force to be reckoned with. For most of us in the tourism space, when you think of Malaysia, the next line that naturally follows is Truly Asia. Our own Incredible India plays like a rhythmic note in our minds. A brand identity is a powerful tool to convey a very serious message on what the product truly stands for. Some brands have got it right in the first go, while there are others who are yet to find their calling and brand equity. They are going through a cycle of discovery and rediscovery hoping to get it right and strike a note with the audience. However in today’s supersonic techie era, a tagline that is crisp and correct is on the wish list of most organisations to be able to connect with its audience.
Connecting, in the true sense is the most important purpose of any conference and convention, as it was interesting to note that two recently held conventions in the travel space, namely the ETAA convention in Dubai and the OTOAI convention in Manila received some positive reviews from its participants. The success of an event truly rests on partnerships and trust and at both the conventions; the committee, the host destination and the participants were on the same page, hoping to gain from each other’s strengths and commitment. Way to go industry and once again welcome aboard as 2014 is poised to witness interesting action in the aviation space.
Reema Lokesh
Editor
