TCB’s photo campaign to promote brand Bhutan

TCB: Here is an opportunity to win trips to Bangkok, Nepal or holiday packages in the country besides cash prizes by simply uploading a photograph to define happiness with a descriptive tagline.

But conditions apply. To win the numerous attractive prizes, the photograph should receive the highest “likes” and  “shares”. The winners with the highest likes, shares and comments get to choose the prizes followed by winners with the next highest likes and share.

The photographs should be uploaded on the website and can be shared on social media like Facebook and twitter. Five best creative taglines would also receive the prizes. The photographs can be taken in Bhutan and outside Bhutan with a descriptive tagline on “happiness is …”

All these are part of the Bhutan Photo Campaign, an online web based promotion that the Tourism Council of Bhutan (TCB) initiated to promote and strengthen brand Bhutan. Prime Minister Tshering Tobgay yesterday launched the campaign at the TCB’s conference hall. Such platform, according to TCB officials would allow the Bhutanese tourism industry to promote brand Bhutan’s tagline “Happiness is a place.”

TCB officials said the competition is also open to organisations besides individuals by registering on the campaign website ( and submit photographs with taglines under the categories in Bhutan and outside Bhutan. Once the photographs are uploaded on the campaign website, it can be shared on social media.

TCB’s spokesperson Damcho Rinzin said that the Bhutan Photo Campaign would be widely promoted using all forms of medium and various channels. Individuals or organisations participating in the campaign can promote themselves or their companies through the campaign’s website or photographs options such as creating profile with contact details and including name, email or website through the photographs submitted.

The campaign is dedicated to His Majesty The Fourth King, Jigme Singye Wangchuck who introduced the philosophy of Gross National Happiness to the world.

Damcho Rinzin said the photographs would be reviewed twice this year – on November 11 and December 17 during which the prizes would be awarded.

As of yesterday, TCB had tied up with about 27 sponsors mostly comprising tour operators and hoteliers besides the two airlines that are sponsoring the prizes. The sponsors are classified as gold and silver partners depending on the companies’ contribution to the campaign.

Kinga Dema