Goa Tourism has brought the bikini back with a bang. The tourism authority scrapped the skimpy two-piece from it promotional campaign in an earlier marketing decision. However, testament to the fact that sex sells, decision makers have employed two bikini-clad models to reinvigorate the destination’s image in the European and Russian markets. Former Miss Russia runner-up Svetlana Stepankovskaya and Indian model Alisha Pekha lead Goa Tourism’s INR80 lakh campaign in Europe, especially Russia. Bollywood actress Mahima Chaudhary is also a part of the advertisement, which has been released in the European market ahead of the tourism season which begins here in October. “The television ads are primarily shot for the European markets and will be screened in the UK and Russia over the next few months as Goa prepares for its next tourism season. Travellers from Europe are mainly drawn to Goa because of its beautiful sunny beaches,” Director of Tourism Swapnil Naik told IANS. The move marks a major U-turn for Goa Tourism which last year banned bikini-clad women from its campaigns in a bid to promote the state as a ‘family tourism’ destination.
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