The document discusses India's "Incredible India" tourism campaign launched in 2002 by the Ministry of Tourism. The campaign was created by Ogilvy & Mather with the objective of promoting Brand India and revamping its image as a tourist destination through an integrated marketing communication effort using a 3600 global campaign. It also describes the campaign's rural tourism initiative to promote village tourism and its socio-economic benefits, training local communities, and improving cleanliness. The campaign was very successful, receiving several awards including for Asia's leading destination and world's leading travel destination.

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