INCREDIBLE INDIA

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INCREDIBLE INDIA

  1. 1. By GROUP-4 Debojit Roy – H66 Neeraj Sharma – H30 Sritanu Das Mahapatra – H57 Abhisek Sahu – H3 Krishnakant Pandey – H25 Biswajit Ghosh – H12
  2. 2. <ul><li>A Management Process in Which a Product Is Given a Brand Name, Brand Mark and then Established and Popularize. </li></ul><ul><li>“ A New Brand Should Strive to Establish a New Category, Have an Interesting Name and Tell a Fascinating Story” -Kotler </li></ul>Branding
  3. 3. -The term could refer to a city, country or a tourist destination, and to their competition over tourists, visitors, investors, residents and other resources. -Branding tourism is a part of destination branding - First used by Philip Kotler. Destination Branding
  4. 4. MALASIA- TRULY ASIA AMAZING THAILAND South Africa- Alive with Possibility HONG KONG Asia's World City - SINGAPORE- NEW ASIA                                   
  5. 6. SHARE OF INDIA IN WORLD TOURISM 0.49 % Tourism contributes more than 6% to India's GDP of $1 trillion, and employs 53 million people directly or indirectly. Foreign tourist arrivals to India was 522,000 in December,2008.
  6. 7. <ul><li>Average length of stay in India </li></ul><ul><li>31.2 days </li></ul>
  7. 8. Uniqueness <ul><li>Heritage Sites </li></ul><ul><li>Cultural Attractions </li></ul><ul><li>Beaches </li></ul><ul><li>Medical Tourism </li></ul><ul><li>Shopping </li></ul><ul><li>Indian Cuisine </li></ul><ul><li>Ayurveda </li></ul>
  8. 9. <ul><li>INITIATIVE : Ministry of Tourism, India . </li></ul><ul><li>AGENCY SERVICE : Ogilvy & Mather . </li></ul><ul><li>LAUNCH YEAR : 2002 </li></ul><ul><li>OBJECTIVE : To revamp Brand India as tourist attraction with an integrated marketing communication effort. </li></ul><ul><li>MEDIA USED : 360 0 global campaign . </li></ul>
  9. 10. <ul><li>CAPTIVATING VISUALS SHOWING DIVERSITY IN: </li></ul><ul><li>GEOGRAPHY </li></ul><ul><li>HERITAGE </li></ul><ul><li>CULTURE </li></ul><ul><li>CUISINE </li></ul>PRINTS AD                                                 
  10. 11. COST OF THIS INCREDIBILITY <ul><li>The expenditure for marketing and publicity in 2005-2006 was Rs 220 crore, including overseas promotions. The tourism ministry, in 2006-2007, spent Rs 235 crore on publicity and marketing in domestic and overseas markets, including expenditure by the overseas India tourism offices, trade shows and fairs. </li></ul>
  11. 12. EXPLORE RURAL INDIA CAMPAIGN <ul><li>OBJECTIVE: </li></ul><ul><li>TO PROMOTE VILLAGE TOURISM AS A PRIMARY PRODUCT THE SOCIO-ECONOMIC BENEFITS IN THE RURAL AREAS. </li></ul><ul><li>LOCAL COMMUNITY TRAINED TO MANAGE THE TOURISM SITE. </li></ul><ul><li>IMPROVEMENT IN CLEANLINESS & HYGIENE. </li></ul><ul><li>TRADITIONAL CUISINE AND INTERACTING WITH VISITORS. </li></ul>
  12. 13. ATITHI DEVO BHAVA CAMPAIGN OBJECTIVE: <ul><li>CREATING AWARENESS ABOUT THE EFFECTS OF TOURISM AND SENSITIZING PEOPLE ABOUT PRESERVATION OF OUR RICH HERITAGE & CULTURE, CLEANLINESS AND WARM HOSPITALITY. </li></ul>- RE-ENFORCING THE CONFIDENCE OF FOREIGN TOURIST TOWARDS INDIA AS A PREFERRED HOLIDAY DESTINATION.
  13. 14. <ul><li>MEDIA </li></ul>MASS MEDIA COMMUNICATION IN NEWSPAPERS, TV, CINEMA AND OUTDOORS. ATITHI DEVO BHAVA CAMPAIGN <ul><li>BRAND AMBASSADOR(2008) </li></ul><ul><li>AAMIR KHAN </li></ul><ul><li>TV COMMERCIAL </li></ul><ul><li>SUGGESTS A FEW BASIC COURTESIES. IF A GUEST IS HARASSED, WE SHOULD STEP IN. </li></ul>
  14. 15. CAMPAIGN IN LONDON <ul><li>‘ INDIA NOW’- 3 MONTH FESTIVAL (Was ON 17 JULY, 07) </li></ul><ul><li>EVENTS OFFERING INDIAN FOOD, MUSIC AND ARTISANS. </li></ul><ul><li>VEHICLES PAINTED IN VIBRANT Incredible!ndia COLOURS. </li></ul><ul><li>ROAD SHOWS TO PROMOTE INDIA TOUR PACKAGES. </li></ul><ul><li>OUTDOOR PANELS SCREENING LONDON LAND MARKS THROUGH Incredible!ndia VISUALS. </li></ul><ul><li>BYLINE- “INDIA IS CLOSER THAN YOU THINK.” </li></ul>
  15. 16. <ul><li>CELEBRATIONS COMMEMORATING INDIA’S 60 YEARS OF INDEPENDENCE(23 SEP,07) </li></ul><ul><li>MUSIC & DANCE CONCERTS, HANDICRAFT EXHIBITIONS, FASHION SHOWS. </li></ul><ul><li>OUTDOOR ADS- </li></ul><ul><ul><li>BILLBOARDS(NASDAQ, TIMES SQUARE) </li></ul></ul><ul><ul><li>SUPER MARKETS </li></ul></ul><ul><ul><li>BUSES & TAXIS </li></ul></ul><ul><ul><li>GIANT SCREENS </li></ul></ul><ul><ul><li>BYLINE- ‘INDIA’S TIME HAS COME ’ </li></ul></ul>Incredible!ndia@60 - NEWYORK
  16. 17. CAMPAIGN DURING OLYMPICS <ul><li>SPECIALLY DESIGNED, ILLUMINATED IMAGES AT SUBWAYS & JUNCTIONS IN BEIJING. </li></ul><ul><li>“ INDIA EVENING ” ORGANISED BY TOURISM OFFICE ON 15TH AUGUST. </li></ul><ul><li>ADS IN CHINESE DAILIES- SOUTH CHINA POST & CHINA DAILY. </li></ul><ul><li>INCREDIBLE INDIA SLOGANS SCREENED AT GIANT DIGITAL SCREENS IN MOSCOW AND ST.PETERSBERG. </li></ul><ul><li>CAMPAIGN FEATURED IN EURO NEWS CHANNEL & AIRED IN MORE THAN 45 COUNTRIES. </li></ul>
  17. 18. <ul><li>OTHER PROMOTIONAL MEDIA </li></ul><ul><li>USER GENERATED CONTESTS </li></ul><ul><li>- NDTV 7 WONDERS </li></ul><ul><li>-SMS CONTESTS </li></ul><ul><li>-SUBMIT PHOTOS OF INDIA TRIP & WIN PRIZES </li></ul><ul><li>DVD AD INSERTS </li></ul><ul><li>INCREDIBLE INDIA POSTCARDS </li></ul><ul><li>DIGITAL BROCHURES </li></ul><ul><li>TVC VIDEOS ON YOUTUBE </li></ul><ul><li>IN-FLIGHT CAMPAIGN (Singapore Airlines) </li></ul>
  18. 19. <ul><li>Winner of PATA Gold Award for best Print Ad Campaign and PATA Gold Award for Best Destination Marketing Campaign </li></ul><ul><li>Ranked as the ‘Highest Recall Advertisement worldwide by Travel and Leisure. </li></ul><ul><li>World Travel Awards received for: </li></ul><ul><ul><li>1.Asia’s Leading Destination. </li></ul></ul><ul><ul><li>2.World’s leading Travel Destination. </li></ul></ul><ul><ul><li>3.Worlds’ Leading Responsible Tourism Project, for Endogenous Tourism Project. </li></ul></ul><ul><ul><li>4.Asia’s leading tourism and convention bureau. </li></ul></ul>AWARDS
  19. 20. © 2009 AIMS PGPM-H08

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