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    Incredible India

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    manujosephv8752
    The Incredible India campaign was launched in 2002 as a major initiative by the Government of India to promote tourism. The campaign projected India as an attractive tourist destination through various media like print, television, online and social media. It received appreciation from the tourism industry. However, there was criticism that the campaign overused images of the Taj Mahal and did not effectively integrate with individual state tourism promotion efforts. Future directions suggested showcasing modern India's cultural diversity, improved coordination with states, and using celebrities and mobile apps to promote Indian tourism.

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    Incredible India

    Uploaded by

    manujosephv8752
    258 views20 pages
    The Incredible India campaign was launched in 2002 as a major initiative by the Government of India to promote tourism. The campaign projected India as an attractive tourist destination through various media like print, television, online and social media. It received appreciation from the tourism industry. However, there was criticism that the campaign overused images of the Taj Mahal and did not effectively integrate with individual state tourism promotion efforts. Future directions suggested showcasing modern India's cultural diversity, improved coordination with states, and using celebrities and mobile apps to promote Indian tourism.

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    The Incredible India campaign was launched in 2002 as a major initiative by the Government of India to promote tourism. The campaign projected India as an attractive tourist destination through various media like print, television, online and social media. It received appreciation from the tourism industry. However, there was criticism that the campaign overused images of the Taj Mahal and did not effectively integrate with individual state tourism promotion efforts. Future directions suggested showcasing modern India's cultural diversity, improved coordination with states, and using celebrities and mobile apps to promote Indian tourism.

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    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    258 views20 pages

    Incredible India

    Uploaded by

    manujosephv8752
    The Incredible India campaign was launched in 2002 as a major initiative by the Government of India to promote tourism. The campaign projected India as an attractive tourist destination through various media like print, television, online and social media. It received appreciation from the tourism industry. However, there was criticism that the campaign overused images of the Taj Mahal and did not effectively integrate with individual state tourism promotion efforts. Future directions suggested showcasing modern India's cultural diversity, improved coordination with states, and using celebrities and mobile apps to promote Indian tourism.

    Copyright:

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    Download as pptx, pdf, or txt
    of 20

    To be truly powerful, a brand must express itself not just in terms of a product benefit, but in terms of a greater socio-economic

    truth. Apple told a brave new world to reject the Big Blue IBM and Think Different. Nike told flabby, procrastinating city-dwellers everywhere to stop making excuses and Just Do It, following up with a brilliant swoosh icon, a graphic device that expressed energy and inspired sport without a word. V. Sunil , Ex-Creative Director, O&M Delhi

    The Incredible India campaign belongs to this generation of branding.

    About
    The 'Incredible India' campaign, launched in 2002, was a major initiative by the Government of India, to promote India as a tourist destination. The Incredible India campaign was an integrated marketing communication effort to support the Indian tourism industrys efforts to attract tourists to the country. The campaign projected India as an attractive tourist destination by showcasing different aspects of Indian culture and history like yoga, spirituality, etc. The campaign was conducted globally and received appreciation from tourism industry observers and travellers alike.

    Campaign Strategy
    Print Media Online Television Social Media Public Relation

    PRINT MEDIA

    A Short Video of all the Print Ads

    ONLINE TELEVISION

    SOCIAL MEDIA

    Social Media
    Online advertising was viewed as the best means of generating a high level of interest while minimising campaign cost. The Incredible India online campaign leverages all aspects of the internet with display and search advertising, search engine optimization, tapping audiences of popular video sharing sites like YouTube etc. The Ministry of Tourism contacted Microsoft Advertising for their online advertising. The ads ran on MSN homepage and MSN channels such as Travel, News, and Entertainment, and opt in e-mail newsletters were sent to Windows Live Hotmail users with a qualified interest in travel.

    Social Media

    Apart from Microsoft Advertising The Ministry has appointed many agencies like Crayons Advertising and Ignitee Digital Solutions for the Online Marketing efforts. YouTube has been a successful medium for incredible India. The Incredible India Channel on YouTube has around 300 subscribers. Videos posted on YouTube as part of the SMO activity have recorded nearly 6,00,000 views since November 2007 when the campaign was launched. The Ministry has also used Search Engine Optimization(SEO) and Social Media optimization (SMO) route to promote itself Traffic to www.incredibleindia.org has already increased significantly with feedback from countries like China, Germany, Japan etc.

    PUBLIC RELATIONS

    Public Relations

    The PR program Atithi Devo Bhavah complementing the original Incredible India campaign was introduced in 2005. This Public Relations campaign was initiated with the following objectives:
    The key objective of the campaign was to build awareness leading to a behavioral shift of our people.
    The long term objective is to re-instill and re-enforce the confidence of foreign tourists towards India as a preferred holiday destination

    The commercial gained more popularity and mileage with the inclusion of Aamir Khan as the Brand Ambassador.

    CRITICAL ANALYSIS

    Incredible !ndia
    The campaign uses ! symbol to convey the mind-boggling depth and intensity of the Indian experience. Every aspect of India be it ever accelerating GDP, extreme geography, kaleidoscopic culture, deep-rooted spirituality or photogenic chaos is summed up by the simple yet profound exclamation mark. Headlines such as Not all Indians are polite, hospitable and vegetarian are more than just witty advertising copy- they throw light into a much bigger social phenomenon i.e an optimistic and extroverted new India, eager to make its presence felt in the global community. This India is a far cry from the meek, tentative, offshore destination of the last decade.

    BENEFITS

    Attracted a lot of tourists from all over the world Overall development of tourism infrastructure Positioned India on global tourism map Rate of growth of tourism sector in India rises Huge interest about Indian tourism products globally

    Criticism
    Despite using different forms of communications for promoting the Incredible India campaign, the tourism department has never really taken the help of a Public Relations campaign. The Athithi Devo Bhava campaign was not very effective as it could have been as it lacked well trained manpower. Over use of images of Taj Mahal. Problem related to integration of Incredible India campaign with the tourism promotion campaigns of individual states. The Traditional image portrayed is not the entire face of India now.

    FUTURE DIRECTION

    Suggestions Showcase the rare unity of cultural heritage and modern lifestyle in India. Integrate the campaign with the individual States tourism campaigns. Try to get a strong spokesperson of an International renown to promote tourism in India. Launch an iPhone/ iPad app and Android app which acts as a gateway towards the marketing efforts of the Incredible India campaign

    Proposed London Olympics Campaign


    The experience should begin at the airport. Mammoth billboards and banners with tongue-incheek messages and headlines should boldly announce the presence of India. Taxis, trams and buses should be wrapped in campaignthemed skins, providing commuters with a door-todoor brand experience. A special India-themed exhibition showcasing some of the countrys best photographers in collaboration with a well known global brand like National Geographic. Get a well known Athlete to endorse Indian Tourism.

    Proposed London Olympics Campaign


    The experience should begin at the airport. Mammoth billboards and banners with tongue-incheek messages and headlines should boldly announced the presence of India. Taxis, trams and buses should be wrapped in campaignthemed skins, providing commuters with a door-todoor brand experience. A special India-themed exhibition showcasing some of the countrys best photographers in collaboration with a well known global brand like National Geographic. Get a well known Athlete to endorse Indian Tourism.

    THANK YOU

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