ByGROUP-4Debojit Roy – H66Neeraj Sharma – H30Sritanu Das Mahapatra – H57Abhisek Sahu – H3Krishnakant Pandey – H25Biswajit Ghosh – H12

• A Management Process in Which a Product Is Given a Brand Name, Brand Mark and then Established and Popularize.

• “A New Brand Should Strive to Establish a New Category, Have an Interesting Name and Tell a Fascinating Story” -Kotler -Kotler

Branding

-The term could refer to a city, country or a tourist destination, and to their competition over tourists, visitors, investors, residents and other resources. -Branding tourism is a part of destination branding

- First used by Philip Kotler.First used by Philip Kotler.

Destination Branding

                                 

SHARE OF INDIA IN WORLD TOURISM

0.49 %

Tourism contributes more than 6% to India's GDP of $1 trillion, and employs 53 million people directly or indirectly. Foreign tourist arrivals to India was 522,000 in December,2008.

Average length of stay in India

31.2 days

Uniqueness• Heritage Sites

• Cultural Attractions

• Beaches

• Medical Tourism

• Shopping

• Indian Cuisine• Ayurveda

• INITIATIVE: Ministry of Tourism, India.

• AGENCY SERVICE: Ogilvy & Mather.

• LAUNCH YEAR: 2002

• OBJECTIVE: To revamp Brand India as tourist attraction with an integrated marketing communication effort.

• MEDIA USED: 3600 global campaign.

CAPTIVATING VISUALS SHOWING DIVERSITY IN:

•GEOGRAPHY

•HERITAGE

•CULTURE

•CUISINE

PRINTS AD

COST OF THIS INCREDIBILITY

• The expenditure for marketing and publicity in 2005-2006 was Rs 220 crore, including overseas promotions. The tourism ministry, in 2006-2007, spent Rs 235 crore on publicity and marketing in domestic and overseas markets, including expenditure by the overseas India tourism offices, trade shows and fairs.

EXPLORE RURAL INDIA CAMPAIGN

OBJECTIVE:

•TO PROMOTE VILLAGE TOURISM AS A PRIMARY PRODUCT THE SOCIO-ECONOMIC BENEFITS IN THE RURAL AREAS.

•LOCAL COMMUNITY TRAINED TO MANAGE THE TOURISM SITE.

•IMPROVEMENT IN CLEANLINESS & HYGIENE.

•TRADITIONAL CUISINE AND INTERACTING WITH VISITORS.

ATITHI DEVO BHAVA CAMPAIGNOBJECTIVE:

•CREATING AWARENESS ABOUT THE EFFECTS OF TOURISM AND SENSITIZING PEOPLE ABOUT PRESERVATION OF OUR RICH HERITAGE & CULTURE, CLEANLINESS AND WARM HOSPITALITY.

-RE-ENFORCING THE CONFIDENCE OF FOREIGN TOURIST TOWARDS INDIA AS A PREFERRED HOLIDAY DESTINATION.

MEDIA

MASS MEDIA COMMUNICATION IN NEWSPAPERS, TV, CINEMA AND OUTDOORS.

ATITHI DEVO BHAVA CAMPAIGN

BRAND AMBASSADOR(2008)

AAMIR KHAN

TV COMMERCIAL

SUGGESTS A FEW BASIC COURTESIES. IF A GUEST IS HARASSED, WE SHOULD STEP IN.

CAMPAIGN IN LONDON• ‘INDIA NOW’-3 MONTH FESTIVAL (Was ON

17 JULY, 07)• EVENTS OFFERING INDIAN FOOD, MUSIC

AND ARTISANS.• VEHICLES PAINTED IN VIBRANT Incredible!

ndia COLOURS.• ROAD SHOWS TO PROMOTE INDIA TOUR

PACKAGES.• OUTDOOR PANELS SCREENING LONDON

LAND MARKS THROUGH Incredible!ndia VISUALS.

• BYLINE- “INDIA IS CLOSER THAN YOU THINK.”

Incredible!ndia@60 - NEWYORK• CELEBRATIONS COMMEMORATING INDIA’S

60 YEARS OF INDEPENDENCE(23 SEP,07)

• MUSIC & DANCE CONCERTS, HANDICRAFT EXHIBITIONS, FASHION SHOWS.

• OUTDOOR ADS-– BILLBOARDS(NASDAQ, TIMES SQUARE)– SUPER MARKETS – BUSES & TAXIS– GIANT SCREENS BYLINE- ‘INDIA’S TIME HAS COME’

CAMPAIGN DURING OLYMPICS

• SPECIALLY DESIGNED, ILLUMINATED IMAGES AT SUBWAYS & JUNCTIONS IN BEIJING.

• “INDIA EVENING” ORGANISED BY TOURISM OFFICE ON 15TH AUGUST.

• ADS IN CHINESE DAILIES- SOUTH CHINA POST & CHINA DAILY.

• INCREDIBLE INDIA SLOGANS SCREENED AT GIANT DIGITAL SCREENS IN MOSCOW AND ST.PETERSBERG.

• CAMPAIGN FEATURED IN EURO NEWS CHANNEL & AIRED IN MORE THAN 45 COUNTRIES.

OTHER PROMOTIONAL MEDIA USER GENERATED CONTESTS

-NDTV 7 WONDERS

-SMS CONTESTS

-SUBMIT PHOTOS OF INDIA TRIP & WIN PRIZES

DVD AD INSERTS

INCREDIBLE INDIA POSTCARDS

DIGITAL BROCHURES

TVC VIDEOS ON YOUTUBE

IN-FLIGHT CAMPAIGN (Singapore Airlines)

Winner of PATA Gold Award for best Print Ad Campaign and PATA Gold Award for Best Destination Marketing Campaign

Ranked as the ‘Highest Recall Advertisement worldwide by Travel and Leisure.

World Travel Awards received for:

1.Asia’s Leading Destination.

2.World’s leading Travel Destination.

3.Worlds’ Leading Responsible Tourism Project, for Endogenous Tourism Project.

4.Asia’s leading tourism and convention bureau.

AWARDS

© 2009 AIMS PGPM-H08