IMC - Incredible !Ndia

8/2/2019 IMC - Incredible !Ndia

http://slidepdf.com/reader/full/imc-incredible-ndia 1/11



Context Analysis

India is one of the most culturally diverse countries in theworld and one of the main sources of revenue for a longtime has been tourism. But unfortunate circumstances inthe recent past has hampered this tourism flow in thecountry.

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 cultureand history



Promotional Strategy

ADVERTISING

Started with Print and TV in 2002 captivatingvisuals showing diversity of India in Geography,Heritage, Culture and Cuisine.

PROMOTIONAL CAMPAIGNS

Explore Rural India Campaign was to promote ruraltourism by training local community to managetourism spots.

Atithi Devo Bhava Campaign was to re-enforce theconfidence of tourists towards India as a holidaydestination.



Promotional Strategy (Abroad)

London

„INDIA NOW‟ was a 3month festival offeringevents like Indian food,music and artisans.

Road shows & outdoor

panels & vehicles withIncredible !ndia visuals.

Byline - “India is closerthan you think.”

New York

Celebrating India@60with music & danceconcerts, handicraftexhibitions, fashionshows

Outdoor ads - Billboards(Nasdaq,

Times Square)

Super markets

Buses & taxis

Giant screens

Byline- „India‟s timehas come‟



Beijing Olympics(2008)

“INDIA EVENING”organised by tourismoffice on India‟sIndependence Day withspecially designed,

illuminated images atsubways & junctions inBeijing.

Ads in Chinese dailies -South China Post & China

Daily.

Russia

Incredible !ndia slogansscreened at giant digitalscreens in Moscow andSt. Petersberg.

Campaign featured inEuro News Channels & aired in more than 45countries.

Promotional Strategy (Abroad)



Other Communication Mix1. 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 (SingaporeAirlines)



Results

These campaigns successfully established India asa 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 tourismindustry observers and travelers

Winner of PATA Gold Award for best Print AdCampaign and PATA Gold Award for BestDestination Marketing Campaign (2007)



Our Recommendations…



New Media ToolsSportsWebsites

Cricinfo,Espnstar,Tensports,iplt20

SocialNetworks

Facebook,Twitter,LinkedIn,MySpace

DirectMailers

B2B, B2C

MatrimonialWebsites

Shaadi,Bharatmatrimony,

Jeevansaathi

TravelWebsites

MakeMyTrip,Yatra,Cleartrip,IRCTC, Airlinewebsites

BlogsTravel Blogs& Journals

Video PortalsiShare,Metacafe

Objective: Use of New Media Tools toincrease the Visibility and Reach of

Incredible !ndia

amongst its users



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 portalsand are quite effective in message delivery

Sports is a medium that attracts visitors and tourists in the countrylike Cricket and hence, utilization of Sports Website can be useful

Incredible India can be well Promoted on matrimony websites ashoneymoons may be planned simultaneously with Marriages

Apart from their own website, where travellers upload photos, TravelBlogs can also be used for the same and also to map their trips topromote Incredible India and to fetch an audience across the world.

The Indian telecom Network is the 5th largest in the world. With over50 million users, a huge audience can be pulled towards the brand



Thank You!D!vya Gupta – 72

Rahul Bharadwaj – 112

Documents

IMC - Incredible !Ndia