Rebranding Goa as a Wellness Destination –
The Digital Push Behind Goa Wellness Festival 2018
Clients
Goa Wellness festival 2018
Organiszed to redefine Goa’s image from a party hotspot to a global wellness destination.
Industry
Tourism & Wellness
Services Provided
Digital content Strategy Multi-Lingual Promotions, Influencer Marketing, Lead Generation, Social Media Campaign, Event Readiness
Introduction: Challenging the "Wellness in Goa?" Myth
Goa has long been synonymous with beaches, nightlife, and bohemian vibes. But in 2018, the state took bold step to rebrand itself by hosting the Goa Wellness Festival (GEF 2018) — a 5-days immersive wellness experience featuring yoga experts, therapists, nutritionists, and international speakers.
To drive awareness, footfall, and credibility for this paradigm shift, NoeticMinds Consulting was brought on board as the digital communication and promotional partner. Our goal was clear: “GO LOCAL, REACH GLOBAL” and break the stereotype that welness has no place in Goa.
PROBLEM
✅ Break entrenched perceptions
✅ Drive multi-lingual communication across various demographics
✅ Make wellness exciting and relatable
✅ Ensure seamless lead capture and footfall generation
OBJECTIVE
✅ Challenge Stereotypes – wellness can belong in Goa
✅ Drive Engagement – with high-quality content and influencer marketing
✅ Increase Registrations & Footfall – tangible turnout over 5 days
✅ Support Event Readiness – signages, confirmations, and local prep
SOLUTION
Content-Driven, Multi-Lingual, Influencer-Led
- Real Humans, Real Experts: Every piece of content was crafted or validated by wellness professionals – yoga instructors, psychologists, therapists – from India and overseas.
- Four Languages, Wider Reach: English, Hindi, Marathi, and Russian to cater to locals, domestic tourists, and international visitors.
- Video-Led Campaigns: A curated playlist of expert-led videos, including a marquee promotion with Ms. Shilpa Shetty introducing Eknath Ji, our lead instructor.
- Social Media Blitz: Branded assets, expert videos, behind-the-scenes, and CTAs were amplified across Facebook, Instagram, and YouTube.
- Email Marketing & WhatsApp CRM: Newsletters and WhatsApp confirmations built anticipation and helped us manage the event flow smoothly.
- Local Engagement: UG content campaigns & influencer shoutouts drove organic excitement.
- Global Collaborations: Partnered with yoga studios in Poland, inbound travel agents in Goa, Rotary Clubs, ICG Talks, and more.
- Ticketing Integration: Via Insider.in and NearBuy to streamline registrations and improve conversion rates.
We also supported event planning with logistics like signages, local branding, and onsite content alignment – ensuring the offline experience matched the online promises.
Execution: A Unified, Purpose-Driven Campaign
NoeticMinds Consulting took full charge of the campaign, delivering:
- A detailed content calendar
- Consistent visual identity across platforms
- High performing social media ads & email flows
- Celebrity-anchored video storytelling
Partnership that went beyond promotion into network mobilization
Outcomes: The Ripple Effect of Going Wellness in Goa
While exact numbers are proprietary, the outcomes were unmistakable:
- ✅ Widespread Awareness across demographics
- ✅ Perception Shift initiated at scale
- ✅ String Digital Engagement, especially through influencer content
- ✅ Footfall driven by targeted CTAs and WhatsApp follow-ups
- ✅ Elevated Brand Goa, now associated with more than just parties
Conclusion
A Wellness Revolution Starts with a Message
The Goa Wellness Festival 2018 was not just an event–it was a movement. And NoeticMinds Consulting was proud to shape its digital story.
From crafting human-first, expert-led content to managing cross-border promotional strategies, our approach helped GWF 2018 become a meaningful milestone in Goa’s transformation. By aligning message, medium, and audience, we showed that wellness does belong in Goa.
Need help with your event or regional brand story?
📧 contact@noeticminds.com