Tourism Victoria hires Percept Profile

Mumbai: Tourism Victoria has handed its public relations account to Percept Profile following a multi-agency pitch, with a brief to position “Melbourne and Victoria as a must-see destination for Indians and a compelling part of an Australian journey.”

Tourism Victoria is the state government authority in Australia responsible for developing and marketing Victoria as a premium tourist destination.

Rahat Beri, chief operating officer, Percept Profile said: “The mandate is to capitalize on Melbourne’s status as host city of the Melbourne 2006 Commonwealth Games and make a major push into the Indian travel market.”

“The immediate plans would be to commence creating awareness about Melbourne and Victoria’s offerings to the Indian travelers. Besides that the agency has already commenced working on building hype about the Commonwealth Games 2006 to be held there,” said Beri.

Percept Profile attributed the win to its expertise in the travel industry and understanding of the Indian market scenario. “We have been handling the Singapore Tourism Board account for the last four years and has successfully maintained the share of voice in the market besides strategizing for them to expand their segments to create more market share,” said Beri.

Apart from this, Percept has also assisted Rajasthan Tourism Board to attract more foreign travelers. “We helped in promoting the Pushkar Mela through public relations efforts, which the state was constantly losing out to states like Kerala. Besides that the agency has launched Star Cruises –cruise liner Star Virgo, worked on the Indian Ocean Liner, launched Kuoni Travels in the country,” said Beri.

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