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Context Analysis
India is one of the most culturally diverse countries in theworld and one of the main sources of revenue for a longtime has been tourism. But unfortunate circumstances inthe recent past has hampered this tourism flow in thecountry.
Promotional Goals
The primary objective was to create a distinctive identity for India which resulted in the iconic “Incredible !ndia”
logo
It was conducted globally to promote India as a tourist destination by showing different aspects of Indian cultureand history
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Promotional Strategy
ADVERTISING
Started with Print and TV in 2002 captivatingvisuals showing diversity of India in Geography,Heritage, Culture and Cuisine.
PROMOTIONAL CAMPAIGNS
Explore Rural India Campaign was to promote ruraltourism by training local community to managetourism spots.
Atithi Devo Bhava Campaign was to re-enforce theconfidence of tourists towards India as a holidaydestination.
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Promotional Strategy (Abroad)
London
„INDIA NOW‟ was a 3month festival offeringevents like Indian food,music and artisans.
Road shows & outdoor
panels & vehicles withIncredible !ndia visuals.
Byline - “India is closerthan you think.”
New York
Celebrating India@60with music & danceconcerts, handicraftexhibitions, fashionshows
Outdoor ads - Billboards(Nasdaq,
Times Square)
Super markets
Buses & taxis
Giant screens
Byline- „India‟s timehas come‟
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Beijing Olympics(2008)
“INDIA EVENING”organised by tourismoffice on India‟sIndependence Day withspecially designed,
illuminated images atsubways & junctions inBeijing.
Ads in Chinese dailies -South China Post & China
Daily.
Russia
Incredible !ndia slogansscreened at giant digitalscreens in Moscow andSt. Petersberg.
Campaign featured inEuro News Channels & aired in more than 45countries.
Promotional Strategy (Abroad)
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Other Communication Mix1. User generated contests
NDTV 7 wonders
SMS contests
Submit photos of India trip & win
prizes
2. Dvd ad inserts
3. Incredible !ndia POSTCARDS
4. Digital brochures
5. TVC videos on YOUTUBE
6. IN-FLIGHT CAMPAIGN (SingaporeAirlines)
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Results
These campaigns successfully established India asa high-end tourist destination, generating a 16%increase in tourist traffic in 2002
In 2003 when the focus shifted to spirituality, it
brought about a 28.8% increase in tourist traffic
It received a lot of appreciation from tourismindustry observers and travelers
Winner of PATA Gold Award for best Print AdCampaign and PATA Gold Award for BestDestination Marketing Campaign (2007)
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Our Recommendations…
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New Media ToolsSportsWebsites
Cricinfo,Espnstar,Tensports,iplt20
SocialNetworks
Facebook,Twitter,LinkedIn,MySpace
DirectMailers
B2B, B2C
MatrimonialWebsites
Shaadi,Bharatmatrimony,
Jeevansaathi
TravelWebsites
MakeMyTrip,Yatra,Cleartrip,IRCTC, Airlinewebsites
BlogsTravel Blogs& Journals
Video PortalsiShare,Metacafe
Objective: Use of New Media Tools toincrease the Visibility and Reach of
Incredible !ndia
amongst its users
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Why New Media
Social Media are the fastest growing media at present, and hence are
very handy to convey the message the fastest
Almost every 2nd internet user visits video websites and video portalsand are quite effective in message delivery
Sports is a medium that attracts visitors and tourists in the countrylike Cricket and hence, utilization of Sports Website can be useful
Incredible India can be well Promoted on matrimony websites ashoneymoons may be planned simultaneously with Marriages
Apart from their own website, where travellers upload photos, TravelBlogs can also be used for the same and also to map their trips topromote Incredible India and to fetch an audience across the world.
The Indian telecom Network is the 5th largest in the world. With over50 million users, a huge audience can be pulled towards the brand
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Thank You!D!vya Gupta – 72
Rahul Bharadwaj – 112