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INTRODUCTION
Till 2002, Indian tourism was promoted through delegates at the Indian tourist offices located globally.
These promotional campaigns were not too effective as the promotional approach was unorganized. But in September 02,The Tourism Dept. unveiled a new campaign called Incredible India.This was conceptualized by V.Sunil & Amitabh Kant,Ministry of Tourism Dept.
INTRODUCTION
The campaign focused on the Himalayas, wildlife, yoga, and ayurveda and was widely promoted in the print media, television, and the Internet.
The iconic Incredible India logo,where the exclamation mark that formed the I of India was used to convey a great effect across all communications. The campaign successfully established India as a high end tourist destination,generating a 16% increase in tourist traffic in its first year.
MARKETING MANTRA
The marketing mantra for the Department of Tourism is to position India as a global brand.
'Atithi Devo Bhavah Program' was introduced later in 2005 to create awareness among the people about the effects of tourism and sensitize people about the preservations of our cultural heritage and cooperate with the foreign tourist.
TARGETING
MASS MARKET POPULAR MARKET
INDIVIDUAL MARKET
GOI State Tourism Corporation Hotels ITDC TFCI Transport Tour Agents Tour Operators.
Geographical Diversity Cultural Diversity Wealth of archaeological sites and historic monuments Manpower costs are low World class hotels present
Security and safety of international tourists Defacement of the national heritage monuments and tourist spots Xenophobic attitude of a section of Indians.
Buoyed by the encouraging response of the first phase of campaigns, the 2006-07 campaign went beyond showcasing the logo.
The 2008-09 print campaign features portraits of people who came in as tourists but stayed back to make India their home.
The Accolades
Since the start in 2002, the Incredible India, the campaign has been in the lime-light. The Incredible India promotional film has been used extensively in global platforms like Oscar, Grammy and BAFTA award functions and has received worldwide recognition. The 'Incredible India' campaign, has won the World Travel Award 2009 for being the best destination marketing campaign of the year in London. The new Incredible India promotional film, which showcases India's major holiday destinations, won Grand Prix Award CIFFT 2009 in Vienna. Winner of the much-coveted PATA (Pacific Asia Travel Association) awards in multiple categories several times in 2004, 2005, 2007 & 2009.
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
LATEST UPDATE
India was unanimously elected chairman of the executive council of the UNWTO for the next one year. The tourism ministry sanctioned 225 projects and utilised Rs460 crore in the current financial year to upgrade infrastructure facilities at important tourist destinations.
CONCLUSION
The campaign was built to bring awareness leading to a behavioural shift of our people. The long term objective is to re-instil and reenforce the confidence of foreign tourists towards India as a preferred holiday destination.
IncredIble IndIa is
truly incredible.
BIBLIOGRAPHY
BIBLIOGRAPHY
www.wikipedia.com www.google.com www.youtube.com www.incredibleindia.org