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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

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