-by

Joshpin Bala

Ramya

TO SM

Tourism is collection of activities services and

industries that delivers a travel experience,

including transportations accommodations,

entertainment businesses and other hospitality

services provided for individuals or groups travelling

away from home.

The world tourism organization (WTO) claims that

tourism is currently the world’s largest industry with

annual revenues over trillion dollars.

India’s share in the global tourism is expected to

reach 1.5% by 2010.

Malaysia truly Asia.

Amazing Thailand

South Africa-alive with possibilities.

Hong Kong Asia’s world city

Incredible India a multi pronged promotional campaign launched by the department of tourism.

Incredible India was conceptualized in 2002 by V.Sunil (while he was creative director of O&M Delhi ) and Amitabh kant, Joint secretary , ministry of tourism

The campaign began in the middle of tourism crisis

in 2002 when hotel occupancy rates where down to

20 percent.

At that time all outlays used to be divided into 18

foreign offices. Some offices called it “Spiritual

India” , some called it “Unbelievable India” and

some “Cultural India”

Incredible india campaign was started off on a low

note with an outlay of just Rs.15 crore.

Began with traditional markets such as the UK,

Italy, France and Germany.

Spiritual Tourism

Premium Tourist Destination

Sophisticated traveler

In March 2007, the global brand campaign (an

evolution of the ‘Incredible’ theme, which was

unprecedented in terms of quality and scale) was

extended to the International Tourisms Bourse (ITB)

Berlin – the world's largest travel and tourism show

– where India was participating as the Partner

Country

The campaign used the entire city as a canvas -

covering it with large billboards, branding on taxis

and buses, vibrant graphic art and 3D installations.

Signaling a new level of sophistication in India's

branding strategy, the ITB campaign overwhelmed

the international media and trade.

The India Tourism 2008 campaign was based on the experiences of those who came to visit India as tourists and stayed back to make India their home. It takes a special bond with the country and its people to give up everything you know and set up home, take roots in India.

These are the people who’ve truly embraced the culture and assimilated it into their being. As opposed to those who’ve simply being ‘bitten by the India bug’. Staying back is prompted by a decision that will change their lives forever.

It is not a mere whim or adventure. It is the commitment of a lifetime. There are several people like this in India and we went through a careful process to select the ones who we felt could be ambassadors to our culture. The creative idea employed a simple device that stated their country of birth, followed by text that said ‘Motherland: India’.

• 1st year: Tourist traffic + 16%

• 2nd year: Tourist traffic + 28%

• N°1 ranking in the Travel + Leisure readers survey

• 1st year: Tourist traffic +

16%

• 2nd year: Tourist traffic +

28%

• N°1 ranking in the Travel

+ Leisure readers survey

BENEFITS

India established as a high-end tourist destination

STRENGTHS

•Cultural and historical heritage

•Powerful visual impact

•Popularity

WEAKNESSES

•Could not appeal to the average tourist

•Uni-dimensional

•Did not cover all the aspects

SWOT analysis of Incredible !ndia campaign

OPPORTUNITIES

• A lot of potential to attract

tourists

• Wider campaign can be planned

THREATS

• If the campaign fails to innovate it will lose its appeal

• Competition from neighboring

countries

AWARDS

PROMOTIONAL FILM:

Global platforms (Oscars, Grammy’s, BAFTA

awards)

• World Travel Award 2009

• Grand Prix Award CIFFT 2009

• PATA awards (several times)

• Other International awards