incredible india

• 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