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BRANDING TOURISM PRESENTED BY- ANKITA RAY URMIMALA PAUL
BRANDING <ul><li>A MANAGEMENT PROCES IN WHICH A PRODUCT IS GIVEN A BRAND NAME, BRAND MARK AND THEN ESTABLISHED AND POPULAR...
A city or destination brand is the sum of  -what the market thinks when they hear the brand name -how they feel when they ...
MALASIA- TRULY ASIA AMAZING THAILAND South Africa- Alive with Possibility HONG KONG Asia's World City - SINGAPORE- NEW ASI...
BRANDING INDIAN TOURISM THE CAMPAIGN
<ul><li>INITIATIVE:   Ministry of Tourism, India </li></ul><ul><li>AGENCY SERVICE:  Ogilvy & Mather </li></ul><ul><li>LAUN...
PRINT ADS CAPTIVATING VISUALS SHOWING DIVERSITY IN- - GEOGRAPHY -HERITAGE -CULTURE -CUISINE                               ...
 
EXPLORE RURAL INDIA CAMPAIGN <ul><li>OBJECTIVE: </li></ul><ul><li>TO PROMOTE VILLAGE TOURISM AS A PRIMARY TOURISM PRODUCT ...
EXPLORE RURAL INDIA CAMPAIGN <ul><li>LOCAL COMMUNITY TRAINED TO MANAGE THE TOURISM SITE. </li></ul><ul><li>IMPROVEMENT IN ...
OBJECTIVE: <ul><li>CREATING AWARENESS ABOUT THE EFFECTS OF TOURISM AND SENSITIZING PEOPLE ABOUT PRESERVATION OF OUR RICH H...
ATITHI DEVO BHAVA CAMPAIGN MEDIA <ul><li>MASS MEDIA COMMUNICATION IN NEWSPAPERS, TV, CINEMA AND OUTDOORS . </li></ul>BRAND...
CAMPAIGN IN LONDON <ul><li>‘ INDIA NOW’- 3 MONTH FESTIVAL (17 JULY, 07) </li></ul><ul><li>EVENTS OFFERING INDIAN FOOD, MUS...
<ul><li>CELEBRATIONS COMMEMORATING INDIA’S 60 YEARS OF INDEPENDENCE(23 SEP,07) </li></ul><ul><li>MUSIC & DANCE CONCERTS, H...
CAMPAIGN DURING  OLYMPICS <ul><li>SPECIALLY DESIGNED, ILLUMINATED IMAGES AT SUBWAYS & JUNCTIONS IN BEIJING. </li></ul><ul>...
<ul><li>OTHER PROMOTIONAL MEDIA </li></ul><ul><li>USER GENERATED CONTESTS </li></ul><ul><li>- NDTV 7 WONDERS </li></ul><ul...
<ul><li>-Winner of PATA Gold Award for best Print Ad Campaign and PATA Gold Award for Best Destination Marketing Campaign ...
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Incredible India

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Transcript of "Incredible India"

  1. 1. BRANDING TOURISM PRESENTED BY- ANKITA RAY URMIMALA PAUL
  2. 2. BRANDING <ul><li>A MANAGEMENT PROCES IN WHICH A PRODUCT IS GIVEN A BRAND NAME, BRAND MARK AND THEN ESTABLISHED AND POPULARISED. </li></ul>
  3. 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. 4. MALASIA- TRULY ASIA AMAZING THAILAND South Africa- Alive with Possibility HONG KONG Asia's World City - SINGAPORE- NEW ASIA                                   
  5. 5. BRANDING INDIAN TOURISM THE CAMPAIGN
  6. 6. <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>
  7. 7. PRINT ADS CAPTIVATING VISUALS SHOWING DIVERSITY IN- - GEOGRAPHY -HERITAGE -CULTURE -CUISINE                                                 
  8. 9. EXPLORE RURAL INDIA CAMPAIGN <ul><li>OBJECTIVE: </li></ul><ul><li>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. </li></ul>
  9. 10. EXPLORE RURAL INDIA CAMPAIGN <ul><li>LOCAL COMMUNITY TRAINED TO MANAGE THE TOURISM SITE. </li></ul><ul><li>IMPROVEMENT IN CLEANLINESS & HYGIENE. </li></ul><ul><li>GUIDE TRAINING AMONG LOCAL YOUTH. </li></ul><ul><li>SENSITISING COMMUNITY IN PREPARING & SERVING TRADITIONAL CUISINE AND INTERACTING WITH VISITORS. </li></ul>
  10. 11. 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. ATITHI DEVO BHAVA CAMPAIGN
  11. 12. ATITHI DEVO BHAVA CAMPAIGN MEDIA <ul><li>MASS MEDIA COMMUNICATION IN NEWSPAPERS, TV, CINEMA AND OUTDOORS . </li></ul>BRAND AMBASSADOR(2008) AAMIR KHAN TV COMMERCIAL SUGGESTS A FEW BASIC COURTESIES. IF A GUEST IS HARASSED, WE SHOULD STEP IN.
  12. 13. CAMPAIGN IN LONDON <ul><li>‘ INDIA NOW’- 3 MONTH FESTIVAL (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>
  13. 14. <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
  14. 15. 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 61 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>
  15. 16. <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>
  16. 17. <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 Television Commercial </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
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