Context Analysis

India is one of the most culturally diverse countries in the world and one of the main sources of revenue for a long time has been tourism. But unfortunate circumstances in the recent past has hampered this tourism flow in the country.
Promotional Goals The primary objective was to create a distinctive identity for India which resulted in the iconic Incredible !ndia logo It was conducted globally to promote India as a tourist destination by showing different aspects of Indian culture and history

Promotional Strategy
ADVERTISING Started with Print and TV in 2002 captivating visuals showing diversity of India in Geography, Heritage, Culture and Cuisine. PROMOTIONAL CAMPAIGNS Explore Rural India Campaign was to promote rural tourism by training local community to manage tourism spots. Atithi Devo Bhava Campaign was to re-enforce the confidence of tourists towards India as a holiday destination.

Promotional Strategy (Abroad)

London INDIA NOW was a 3 month festival offering events like Indian food, music and artisans. New York Celebrating India@60 with music & dance concerts, handicraft exhibitions, fashion shows

Road shows & outdoor Outdoor ads panels & vehicles with Incredible !ndia visuals. Billboards(Nasdaq, Times Square) Byline - India is closer than you think. Super markets
Buses & taxis Giant screens

Byline- Indias time has come

Promotional Strategy (Abroad)

Beijing Olympics(2008)
INDIA EVENING organised by tourism office on Indias Independence Day with specially designed, illuminated images at subways & junctions in Beijing.

Russia
Incredible !ndia slogans screened at giant digital screens in Moscow and St. Petersberg. Campaign featured in Euro News Channels & aired in more than 45 countries.

Ads in Chinese dailies South China Post & China Daily.

Other Communication Mix

1. User generated contests NDTV 7 wonders SMS contests Submit photos of India trip & win prizes 2. Dvd ad inserts 3. Incredible !ndia POSTCARDS 4. Digital brochures 5. TVC videos on YOUTUBE 6. IN-FLIGHT CAMPAIGN (Singapore Airlines)

Results
These campaigns successfully established India as a high-end tourist destination, generating a 16% increase in tourist traffic in 2002
In 2003 when the focus shifted to spirituality, it brought about a 28.8% increase in tourist traffic It received a lot of appreciation from tourism industry observers and travelers Winner of PATA Gold Award for best Print Ad Campaign and PATA Gold Award for Best Destination Marketing Campaign (2007)

Our Recommendations

Video Portals iShare, Metacafe Social Networks Facebook, Twitter, LinkedIn, MySpace

Objective: Use of New Media Tools to increase the Visibility and Reach of Incredible !ndia amongst its users
Blogs Travel Blogs & Journals

Direct Mailers B2B, B2C Travel Websites MakeMyTrip, Yatra, Cleartrip, IRCTC, Airline websites

Sports Websites Cricinfo, Espnstar, Tensports, iplt20

New Media Tools

Matrimonial Websites Shaadi, Bharatmatrimo ny, Jeevansaathi

Why New Media

Social Media are the fastest growing media at present, and hence are very handy to convey the message the fastest Almost every 2nd internet user visits video websites and video portals and are quite effective in message delivery Sports is a medium that attracts visitors and tourists in the country like Cricket and hence, utilization of Sports Website can be useful Incredible India can be well Promoted on matrimony websites as honeymoons may be planned simultaneously with Marriages

Apart from their own website, where travellers upload photos, Travel Blogs can also be used for the same and also to map their trips to promote Incredible India and to fetch an audience across the world.
The Indian telecom Network is the 5th largest in the world. With over 50 million users, a huge audience can be pulled towards the brand

Thank You! D!vya Gupta 72 Rahul Bharadwaj 112