Group 5

Incredible !ndia Campaign

Conceptualized in 2002 by V Sunil Joint initiative of O&M and Ministry of Tourism and Commerce Primary objective of this branding exercise was to create a distinctive identity for the country

Incredible !ndia Campaign

Incredible !ndia logo - exclamation mark that formed the I of India was used to great effect across all communications

Campaign successfully established India as a high-end tourist destination Generated a 16% increase in tourist traffic in the first year

Communication Objective
To project India as an unique opportunity for physical invigoration, mental rejuvenation, cultural enrichment and spiritual elevation along with other developments that make India a modern state with state of the art infrastructure

Internet Strategy
Revamped the then existing website (www.tourismofindia.com) in March 2002 to make it attractive, functional and resourceful to help a user plan his/her trip to India.

Launched First Online campaign during March 2002 April 2002 to reach out to discerning travelers by focusing on specific destinations and themes. Adopted eCRM initiatives to reinforce the brand image by sending Newsletters and mailers to the subscriber database.

Online Campaign (March 2002 April 2002)

First ever Online campaign for Ministry of tourism during the period of March 2002 April 2002.
Online campaign resulted in a Click through rate of 1.2% on Indian sites and 0.45% on International sites. More than 75 banners used for campaign.
Tactical creative were used to attract maximum click-thru to the relaunched website.

Approx. 55% Bonus impressions delivered. Total impressions delivered were 31Million as against a committed figure of 20million. Cost per unique visitor Rs9 (average of International + Indian)

Impact on Website
The campaign resulted in more than 13 million hits to the website per month. Page views increased from 1,409 to 2,286,805 in less than 2 months. Visits increased from 245 to 10,131

Page Views
2,500,000 2,286,805

2,000,000

1,500,000

1,000,000

500,000

1,409 0 Wed Mar 20th, 2002

Wed Apr 3rd, 2002

Wed Apr 17th, 2002

Wed May 1st, 2002

Internet Strategy
A robust Response mechanism was devised to create a dialogue with the users
contactus@tourismofindia.com was made popular through online campaign and website.

With success of first online campaign and response mechanism, this has been adopted as an ongoing strategy.
Subsequently many more campaigns have been launched and website has been revamped to www.incredibleindia.org.

Online campaign (December 2002 March 2003)

Over 100 different creative created for campaign across 12 themes. Innovations were planned in terms of Contests on portals to increased user interaction. Resulted in more 13 Million hits, close to 2 lac user sessions and 2.70 page views per month.
WEBSITE HITS

Online Campaign (18th August 2004 15th March 2005)

A complete 360-degree approach. Innovative site captures, Road blocks and bigger size creatives. Mobile marketing DVD ad insert and digital brochure insert in ZDNet Indias Technology magazine.

Direct marketing
Incredible India post cards inserts along with tickets to all those who purchased railways ticket from Indian railways website.

WEBSITE