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From Punjab to Goa: Apeejay School of Management Students Turn Campus into a Vibrant Tourism Showcase
An experiential IMC project blends culture, creativity and communication
Turning classroom concepts into immersive experiences, students of Apeejay School of Management (ASM), Dwarka brought the diverse cultural and tourism landscape of India to life through a State Tourism Integrated Marketing Communication (IMC) Campaign. As part of their IMC subject, students developed integrated tourism campaigns for different Indian states, culminating in a vibrant Tourism Promotion Stall activity on campus.
The project was designed to help students understand and apply key principles of Integrated Marketing Communication, including campaign planning, target audience identification, tourism positioning, promotional communication and the effective integration of multiple communication tools. The final stall activity challenged students to go beyond conventional presentations and create an experience that could engage visitors while communicating the identity and appeal of their chosen state.
The campus was transformed into a colourful tourism exhibition, with students setting up stalls representing nine Indian states — Punjab, Arunachal Pradesh, Assam, Haryana, Chhattisgarh, Bihar, Uttar Pradesh, Uttarakhand and Goa. Dressed in traditional attire, students showcased the distinctive culture, cuisine, handicrafts and specialities associated with their respective states. Rather than simply providing information, the stalls encouraged visitors to interact, participate and experience different aspects of each destination.
Several stalls featured innovative attractions. The Arunachal Pradesh stall offered visitors an immersive VR experience, providing a glimpse of the state through technology. Uttarakhand attracted attention with local dressing and a themed photobooth, while Bihar and Uttar Pradesh showcased regional food. The Goa stall offered refreshing coconut water, and Assam highlighted its distinctive handicrafts.
Chhattisgarh presented handcrafted wooden jewellery, drawing attention to the state’s rich tribal craft traditions. Haryana celebrated its wholesome traditional food culture, with lassi emerging as a special attraction. Meanwhile, Punjab brought its vibrant music, warmth and service-oriented culture alive through an energetic and welcoming stall experience.
The students also demonstrated their understanding of IMC by developing a range of communication materials, including press kits, booklets, videos and websites. By bringing together these different communication channels, they created cohesive campaigns that reinforced the identity and positioning of their respective states.
As part of the subject assessment, Dr. Preeti Suryawanshi, faculty for the IMC course, invited Mr. Sanjay Shrotriya, Industry Expert, to evaluate the stalls. Prof. R. P. Hooda, Director, Apeejay School of Management, and Prof. Sajal Mukherjee, Director, Apeejay Institute of Mass Communication, also visited the stalls, appreciated the students’ efforts and acknowledged the practical learning facilitated through the activity.
Faculty members and students from both institutes actively participated in the games and activities, adding to the vibrancy of the event. Overall, the State Tourism IMC Campaign provided an engaging and enriching learning experience, enabling students to translate communication theories into creative, interactive and memorable tourism campaigns.
