Rajasthan Tourism - Campaign (Concept)
Project Overview
This project develops an integrated campaign that reframes Rajasthan through the lens of slow travel, shifting the focus from “what to see” to “how to experience.”
The campaign moves away from conventional destination marketing, which prioritises landmarks and high-energy visuals. Instead, it builds a narrative around stillness, scale, and presence. Architecture is treated as constant, while human presence appears fluid, temporary, and understated within these spaces.
Target Audience
Culturally curious travelers aged 23-40 (Pinterest board curators and cinematic reel/TikTok consumers) who value and aesthetic and depth over volume in travel.
They engage with visual storytelling, editorial content and slow travel narratives and are more likely to choose boutique experiences over mainstream tourism.
Campaign Objective
To shift perception from Rajasthan as a checklist destination to a slow, experience-led environment, encouraging deeper engagement and longer stays.
Tagline
"Don’t visit. Stay."
Integrated Platform Strategy
Carousel Posts
Hawa Mahal –> staircase –> portrait –> monk –> Jal Mahal –> landscape
Sequence builds: architecture –> human –> environment
Stories (Vertical)
Jal Mahal / cliff –> poll: “Where would you pause longer?”
Staircase –> slider interaction
Portrait –> question sticker: “What do you notice first?”
Promotional Posts (Static)
Hawa Mahal –> headline overlay: “Don’t visit. Stay.”
Jal Mahal –> “3-day slow itinerary”
Staircase –> “Architectural routes”
Instagram Ads
Jal Mahal / Hawa Mahal visuals
Carousel + single image formats
Target: travel interest + culture + luxury
TikTok
Stories
Quick drops: staircase, monkey frame, street shots
Carousel Posts
Same sequencing as Instagram
Focus: architecture –> human –> detail
Website / Landing Page
Landing Page Visuals
Hawa Mahal (entry)
Jal Mahal (mid-scroll)
Landscape (closing frame)
Hero Visual
Jal Mahal or Hawa Mahal
Editorial Layout
Section 1: architecture (Hawa Mahal, staircase)
Section 2: people (portrait, monk, man in bus)
Section 3: environment (landscape, cliff, monkeys)
Editorial / Blog
Images placed between text blocks
Order: arrival –> observation –> interaction –> reflection
Use: Hawa Mahal –> portrait –> monk –> Jal Mahal –> landscape
Board 1: Architecture –> Hawa Mahal, staircase
Board 2: People –> portrait, monk, bus
Board 3: Landscape –> Jal Mahal, cliff, hills
Sample Captions
“Don’t visit. Stay.”
“Some places aren’t meant to be rushed.”
“Some places are meant to be more than just seen”
“Rajasthan doesn’t ask for your time. It slows it down.”
Deliverables
8-10 Instagram posts (carousel + reels)
3-4 short-form video edits (TikTok/Reels)
1 landing page concept
1 editorial-style feature article
1 campaign mood-board
Brand Fit / Application
Suitable for luxury travel brands, boutique hospitality groups, tourism boards, and editorial platforms aiming to position destinations through cultural depth and experiential storytelling.
Suitable for brands such as Black Tomato, Scott Dunn, and Audley Travel, as well as editorial platforms like Condé Nast Traveller and Suitcase Magazine. The concept also aligns with boutique hospitality groups including Aman and The Leela. It supports brands aiming to position destinations through cultural depth, spatial awareness, and experience-led storytelling rather than traditional, high-volume tourism marketing.
Tools & Process
Camera: Fujifilm XT30 II
Editing: Adobe Lightroom, Canva
Approach: Natural light, observational framing, minimal post-production and clean fonts
Key Skills Demonstrated
Integrated Campaign Thinking
Content Strategy
Visual Storytelling
Art Direction
Audience Positioning
Photography & Composition
Brand Communication
