Integrated marketing campaign during the launch of Incredible India campaign

1. INCREDIBLE INDIA
CAMPAIGN
PRESENTED BY-
PRITOM GOGOI

2. 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:360⁰ global Campaign

3. EXPLORING RURAL INDIA CAMPAIGN
OBJECTIVES:
TO PROMOTE VILLAGE TOURISM AS A PRIMARY PRODUCT THE
SOCIO- ECONOMIC BENEFITS IN THE RURAL AREAS
LOCAL COMMUNITY TRAINED TP MANAGE THE TOURISM SITE
IMPROVEMENT IN CLEANLINESS&HYGIENE
TRADITIONAL CUISINE AND INTERACTING WITH VISITORS

5. The INTERNET STRATEGY
A robust response mechanism was devised to create a dialogue with the users
 contactus@tourismofindia.com was made popular through online campaign and website.
 subsequently with more campaigns website has been revamped to –
www.incredibleindia.org
Other Promotional Media
USER GENERATED CONTESTS
1. NDTV 7 WONDERS
2. SMS CONTESTS
DVD AD INSERTS
INCREDIBLE INDIA POSTCARDS
DIGITAL BORCHURES
TVC VIDEOS ON YOUTUBE

6. AWARDS
 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
3.World’s leading responsible tourism project,for Endogenous
tourism projects.
4.Asia’s leading tourism and convention bureau

7. THANK YOU