New Media Assignment on Incredible India. In this presentation some tools of new media are mentioned through which Incredible India Campaign can increase the visibility and business of Indian Tourism Industry.
INCREDIBLE INDIA CAMPAIGN<br /> AND NEW MEDIA<br />
INTRODUCTION<br />Incredible India<br /> The first marketing initiative of its kind, Incredible India was conceptualized in 2002 by V Sunil (while he was Creative Director, O&M Delhi), and Amitabh Kant, Joint Secretary, Ministry of Tourism. The primary objective of this branding exercise was to create a distinctive identity for the country. This resulted in the iconic ”Incredible !ndia” logo, where the exclamation mark that formed the “I” of India was used to great effect across all communications. The campaign successfully established India as a high-end tourist destination, generating a 16% increase in tourist traffic in the first year.<br />
INTRODUCTION Cont…<br />The India Tourism 2008 campaign was based on the experiences of those who came to visit India as tourists and stayed back to make India their home. It takes a special bond with the country and its people to give up everything you know and set up home, take roots in India. These are the people who’ve truly embraced the culture and assimilated it into their being. As opposed to those who’ve simply being ‘bitten by the India bug’. Staying back is prompted by a decision that will change their lives forever. It is not a mere whim or adventure. It is the commitment of a lifetime. There are several people like this in India and we went through a careful process to select the ones who we felt could be ambassadors to our culture. The creative idea employed a simple device that stated their country of birth, followed by text that said ‘Motherland: India’.<br />
CURRENT STATUS<br />Incredible India focus on TV ad campaign.<br />It goes digital also and appointed agencies for online campaigns.<br />The Incredible India campaign is being shown on major European channels to attract the world's eye. <br />The advertisement also appears in the in-flight magazines of all major international carriers.<br />It has won the World Travel Award 2009 for being the best campaign of the year.<br />
OBJECTIVE<br /><ul><li>To Revamp the Brand “Incredible India” using New Media Tools.
Hence to increase the Visibility and Reach of Incredible India amongst its users. </li></li></ul><li>STRATEGIES<br />To Increase the Reach and Visibility, One have to have the most easily and widely use Media Tools.<br />Hence New Media Tools are the best Available tools to be use for this campaign<br />
NEW MEDIA TOOLS<br />Social Networks<br />Video <br />Portals<br />Blogs<br />SMS<br />Info<br />New Media Tools<br />Travel Websites<br />Direct Mailers<br />Sports Websites<br />Matrimonial Websites<br />
SOCIAL NETWORKS<br />Social Networks are the one point platform where Audience of all age groups are available, and one can cater all of them at once.<br />Social Media are the fasted growing media at present, hence its very handy to convey your message to your target audience at the fastest.<br />For this campaign, Sites those will be used –<br /><ul><li>Facebook
MySpace</li></li></ul><li>VIDEO & VIDEO WEBSITES<br />Today, Video Websites are considered to be the best & most effective message conveyers.<br />Almost every 2nd user visits video websites and video portals.<br />Viral Videos will also be created and thus promoted through Social Networks and Video portals and websites<br />Video Portals used for this campaign are:<br /><ul><li>Youtube & Youtube India
SPORTS WEBSITES <br />Sports is one such medium that attracts visitors and tourists in the country, <br />Hence utilization of Sports Website can be useful for this campaign.<br />Cricket in India is the most Famous sports, Hence major target will be the Cricket Websites followed by other sports websites.<br />Sports websites that are used:<br /><ul><li>Tensports
Iplt20.com</li></li></ul><li>MATRIMONIAL WEBSITES<br />Matrimonial websites are the major attraction for the audience that we are catering to.<br />Incredible India can be well Promoted on these websites they can plan there honeymoon package simultaneously with Marriage.<br />Hence, good traffic will be diverted towards the Incredible India Campaign.<br />Sites that can be used are:<br /><ul><li>Shaadi.com
Bharatmatrimony.com</li></li></ul><li>BLOGS & PORTALS<br />Travel blogs are online travel journals, where travellers can upload photos and map their trips as well as meet other travellers.<br />Hence, Promoting Incredible India as a Brand on such blogs and portals will fetch audience across the world towards the brand.<br />Here, Travelers can share there view and experience about the same and hence, it can be very handy tool as far as the experience with Incredible India is concerned. <br />
MOBILE MARKETING<br />The Indian telecommunications Network is the fifth largest in the world and is the second largest among the emerging economies of Asia.<br />With more than 33 million users (both CDMA and GSM), we can get huge audience towards the brand.<br />With SMS interaction, Incredible India Information and details will be available at one go.<br />The keyword for Incredible India will be “Incredible” and will be required to send on 5756575(e.g.).<br />
DIRECT MAILERS<br />Direct mailer attempts to send its messages directly to consumers, without the use of intervening media.<br />It is focused on driving a specific "call-to-action“ towards the brand.<br />Hence, Incredible India’s Direct mailers will be Sent on B2C basis and B2B basis.<br />