When we were kids, painting usually meant drawing and colouring a beautiful scenery. Now with good quality cameras on our mobile phones, we just end up capturing all the beauty in a click and share it with our social connections on the go. The digital age has compelled holiday brands like Lavasa to cash in on this, and announce the ‘Capture Lavasa’ contest this holiday season.
Lavasa, the private, planned hill city near Pune in Maharashtra is also one of India’s most scenic holiday spots. The photography challenge will not only promote the natural scenic beauty of the city but also attract more visitors to it as one has to participate with photographs shot at Lavasa. While ‘Capture Lavasa’ is open to professional photographers and photography enthusiasts alike, the grand prize for the winning entry is a chance to be Lavasa’s official photographer with a contract worth Rs 2 lakhs!
Besides this, there are 10 gift vouchers worth Rs. 25,000 and Rs. 10,000 for entries that impress the judges. There are also a host of other fantastic prizes for 100 early bird entries. Winning entries will be decided by award-winning photographers, Arko Dutta and Dr. Caeser Sengupta.
Conceptualised by digital agency Digital Law & Kenneth, the photography challenge is being promoted across social media platforms along with print and outdoor media.
Capturing Lavasa through pictures
First you make a visit to the city, then you take a picture and upload it to the ‘Capture Lavasa’ site which has all the details.
After you click Lavasa at its scenic best, you have to choose from amongst five categories to post them under – Landscape, Architecture, Flora & Fauna, People @ Lavasa and Colours of Lavasa. New users need to give their name, email, phone number and city while uploading their entries. You can check out entries by others too.
Beginning late November, the Lavasa Facebook page has been creating buzz for the contest through its cover photo and wall updates. The 110K strong fan base have been urged to participate with interesting visuals. Also, Lavasa’s Twitter page has been creating conversations around the contest using the hashtag #CaptureLavasa. The Twitter handle is busy connecting and promoting the contest among regular photography enthusiasts on the platform. User submissions are also being shared to attract more participants.
— Lavasa (@LavasaCommunity) November 26, 2013
— Lavasa (@LavasaCommunity) December 4, 2013
Creating ambassadors from the community
Known for its breathtaking scenic beauty and the urban Italian style architecture, Lavasa is often the first choice for a short holiday. The city’s proximity to Pune and especially Mumbai, makes it an ideal spot for family picnics, romantic getaways and corporate conventions. With the ‘Capture Lavasa’ photography challenge, the hill city has ensured increased visitors for the holiday season. The concept also helps create brand ambassadors from the community.
A similar concept was employed earlier in the #CapturingLavasa contest on Instagram. One had to click Lavasa photos and share on Twitter through Instagram along with the hashtag and the best images were then featured on the Lavasa Community Facebook page and Lavasa website with due credits to the photographer. Besides, winners got a couple stay at Lavasa every fortnight and exclusive gift vouchers.
Apparently, the contest has evolved with bigger prizes and better engagement with the community this time. What do you think about the campaign?