incredible india
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- 1. By GROUP-4 Debojit Roy H66 Neeraj Sharma H30 Sritanu Das Mahapatra H57 Abhisek Sahu H3 Krishnakant Pandey H25 Biswajit Ghosh H12
2.
- A Management Process in Which a Product Is Given a Brand Name, Brand Mark and then Established and Popularize.
- ANew Brand Should Strive to Establish a New Category, Have an InterestingName and Tell a Fascinating Story-Kotler
Branding 3. -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. Destination Branding 4. MALASIA- TRULY ASIA AMAZING THAILAND South Africa- Alive with Possibility HONG KONG Asia's World City - SINGAPORE- NEW ASIA 5. 6. 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. 7.
- Average length of stay in India
- 31.2 days
8. Uniqueness
- Heritage Sites
- Cultural Attractions
- Beaches
- Medical Tourism
- Shopping
- Indian Cuisine
- Ayurveda
9.
- INITIATIVE : Ministry of Tourism, India .
- AGENCY SERVICE : Ogilvy & Mather .
- LAUNCH YEAR : 2002
- OBJECTIVE : To revamp Brand Indiaas tourist attraction with an integrated marketing communication effort.
- MEDIA USED : 360 0global campaign .
10.
- CAPTIVATING VISUALS SHOWING DIVERSITY IN:
- GEOGRAPHY
- HERITAGE
- CULTURE
- CUISINE
PRINTS AD 11. COST OF THIS INCREDIBILITY
- The expenditure formarketingand 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.
12. EXPLORE RURAL INDIA CAMPAIGN
- OBJECTIVE:
- TO PROMOTE VILLAGE TOURISM AS A PRIMARY PRODUCTTHE SOCIO-ECONOMIC BENEFITS IN THE RURALAREAS.
- LOCAL COMMUNITY TRAINED TO MANAGE THE TOURISM SITE.
- IMPROVEMENT IN CLEANLINESS & HYGIENE.
- TRADITIONAL CUISINE AND INTERACTING WITH VISITORS.
13. ATITHI DEVO BHAVA CAMPAIGN OBJECTIVE:
- 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. 14.
- 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.
15. 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.
16.
- CELEBRATIONS COMMEMORATING INDIAS 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-INDIAS TIME HAS COME
Incredible!ndia@60 - NEWYORK 17. CAMPAIGN DURINGOLYMPICS
- 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 INMOSCOW AND ST.PETERSBERG.
- CAMPAIGN FEATURED INEURO NEWS CHANNEL& AIRED IN MORE THAN 45 COUNTRIES.
18.
- 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)
19.
- 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.Asias Leading Destination.
- 2.Worlds leading Travel Destination.
- 3.Worlds Leading Responsible Tourism Project, forEndogenous Tourism Project.
- 4.Asias leading tourism and convention bureau.
AWARDS 20. 2009 AIMS PGPM-H08