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Incredible India
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Incredible India

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  • 1. BRANDING TOURISM PRESENTED BY- ANKITA RAY URMIMALA PAUL
  • 2. BRANDING
    • A MANAGEMENT PROCES IN WHICH A PRODUCT IS GIVEN A BRAND NAME, BRAND MARK AND THEN ESTABLISHED AND POPULARISED.
  • 3. A city or destination brand is the sum of -what the market thinks when they hear the brand name -how they feel when they arrive at the destination’s website or experience other communication -what they expect when they select one place over another. DESTINATION BRAND... BRANDING. -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
  • 4. MALASIA- TRULY ASIA AMAZING THAILAND South Africa- Alive with Possibility HONG KONG Asia's World City - SINGAPORE- NEW ASIA                                   
  • 5. BRANDING INDIAN TOURISM THE CAMPAIGN
  • 6.
    • INITIATIVE: Ministry of Tourism, India
    • AGENCY SERVICE: Ogilvy & Mather
    • LAUNCH YEAR: 2002
    • OBJECTIVE: To revamp Brand India as tourist attraction with an integrated marketing communication effort.
    • MEDIA USED: 360 0 global campaign.
  • 7. PRINT ADS CAPTIVATING VISUALS SHOWING DIVERSITY IN- - GEOGRAPHY -HERITAGE -CULTURE -CUISINE                                                 
  • 8.  
  • 9. EXPLORE RURAL INDIA CAMPAIGN
    • OBJECTIVE:
    • TO PROMOTE VILLAGE TOURISM AS A PRIMARY TOURISM PRODUCT TO SPREAD TOURISM AND ITS SOCIO-ECONOMIC BENEFITS TO RURAL AND ITS NEW GEOGRAPHIC REGIONS IN INDIA.
  • 10. EXPLORE RURAL INDIA CAMPAIGN
    • LOCAL COMMUNITY TRAINED TO MANAGE THE TOURISM SITE.
    • IMPROVEMENT IN CLEANLINESS & HYGIENE.
    • GUIDE TRAINING AMONG LOCAL YOUTH.
    • SENSITISING COMMUNITY IN PREPARING & SERVING TRADITIONAL CUISINE AND INTERACTING WITH VISITORS.
  • 11. OBJECTIVE:
    • CREATING AWARENESS ABOUT THE EFFECTS OF TOURISM AND SENSITIZING PEOPLE ABOUT PRESERVATION OF OUR RICH HERITAGE & CULTURE, CLEANLINESS AND WARM HOSPITALITY.
    - RE-ENFORCING THE CONFIDENCE OF FOREIGN TOURIST TOWARDS INDIA AS A PREFERRED HOLIDAY DESTINATION. ATITHI DEVO BHAVA CAMPAIGN
  • 12. ATITHI DEVO BHAVA CAMPAIGN MEDIA
    • MASS MEDIA COMMUNICATION IN NEWSPAPERS, TV, CINEMA AND OUTDOORS .
    BRAND AMBASSADOR(2008) AAMIR KHAN TV COMMERCIAL SUGGESTS A FEW BASIC COURTESIES. IF A GUEST IS HARASSED, WE SHOULD STEP IN.
  • 13. CAMPAIGN IN LONDON
    • ‘ INDIA NOW’- 3 MONTH FESTIVAL (17 JULY, 07)
    • EVENTS OFFERING INDIAN FOOD, MUSIC AND ARTISANS.
    • VEHICLES PAINTED IN VIBRANT Incredible!ndia COLOURS.
    • ROAD SHOWS TO PROMOTE INDIA TOUR PACKAGES.
    • OUTDOOR PANELS SCREENING LONDON LAND MARKS THROUGH Incredible!ndia VISUALS.
    • BYLINE- “INDIA IS CLOSER THAN YOU THINK.”
  • 14.
    • CELEBRATIONS COMMEMORATING INDIA’S 60 YEARS OF INDEPENDENCE(23 SEP,07)
    • MUSIC & DANCE CONCERTS, HANDICRAFT EXHIBITIONS, FASHION SHOWS.
    • OUTDOOR ADS-
      • BILLBOARDS(NASDAQ, TIMES SQUARE)
      • SUPER MARKETS
      • BUSES & TAXIS
      • GIANT SCREENS
      • BYLINE- ‘INDIA’S TIME HAS COME ’
    Incredible!ndia@60 - NEWYORK
  • 15. CAMPAIGN DURING OLYMPICS
    • SPECIALLY DESIGNED, ILLUMINATED IMAGES AT SUBWAYS & JUNCTIONS IN BEIJING.
    • “ INDIA EVENING ” ORGANISED BY TOURISM OFFICE ON 61 AUGUST.
    • ADS IN CHINESE DAILIES- SOUTH CHINA POST & CHINA DAILY.
    • INCREDIBLE INDIA SLOGANS SCREENED AT GIANT DIGITAL SCREENS IN MOSCOW AND ST.PETERSBERG.
    • CAMPAIGN FEATURED IN EURO NEWS CHANNEL & AIRED IN MORE THAN 45 COUNTRIES.
  • 16.
    • OTHER PROMOTIONAL MEDIA
    • USER GENERATED CONTESTS
    • - NDTV 7 WONDERS
    • -SMS CONTESTS
    • -SUBMIT PHOTOS OF INDIA TRIP & WIN PRIZES
    • DVD AD INSERTS
    • INCREDIBLE INDIA POSTCARDS
    • DIGITAL BROCHURES
    • TVC VIDEOS ON YOUTUBE
    • IN-FLIGHT CAMPAIGN (Singapore Airlines)
  • 17.
    • -Winner of PATA Gold Award for best Print Ad Campaign and PATA Gold Award for Best Destination Marketing Campaign
    • -Ranked as the ‘Highest Recall Advertisement worldwide by Travel and Leisure.
    • -World Travel Awards received for
      • 1.Asia’s Leading Destination
      • 2.World’s leading Travel Destination Television Commercial
      • 3.Worlds’ Leading Responsible Tourism Project, for Endogenous Tourism Project
      • 4.Asia’s leading tourism and convention bureau
    AWARDS