Incredible India • Incredible India is the name of an international marketing campaign initiated by the Government of India in 2002 to promote tourism in India to a global audience. • Incredible India title was officially branded and promoted by Amitabh Kant, the then Joint Secretary under the Union Ministry of Tourism, in the year 2002.
Marketing Campaign• The phrase "Incredible India" was adopted as a slogan by the ministry.• Before 2002, the Indian government regularly formulated policies and prepared pamphlets and brochures for the promotion of tourism, however, it did not support tourism in a concerted fashion.• In 2002, the tourism ministry made a conscious effort to bring in more professionalism in its attempts to promote tourism
• The tourism ministry appointed the advertising and marketing firm Ogilvy & Mather to create a new campaign to increase tourist inflows into the country
• The campaign projected India as an attractive tourist destination by showcasing different aspects of Indian culture and history.• The campaign was conducted globally and received appreciation from tourism industry observers and travelers.
The incredible evolution• The early campaign simply focused on highlighting the Incredible India logo. The exclamation mark that formed the “i” of India was used creatively across several visuals.
• In the second year the campaign focused on spiritual tourism. The content and execution were designed to appeal the travelers globally.
• Buoyed by the encouraging response of the first phase of campaigns, the 2006-07 campaign went beyond showcasing the logo. It showcased the diversity of India in a tone & manner that was full of wry wit.
• There was also a quiet confidence on display – almost the ‘We Are Like This Only’ tone – in the ‘India Now’ campaign in London.
• The campaign continued with the jaw-dropping diversity of India, featuring breathtaking images and a clever pun as headline.• The Incredible India experience was also brought alive in several exhibitions and events like the India@60 campaign in New York
• The 2008-09 print campaign features portraits of people who came in as tourists but stayed back to make India their home.• It conveys how strong an impact India can have on an individual motivating a foreigner to make it his or her motherland.
The Accolades• The Incredible India campaign, has won the World Travel Award 2009 for being the best destination marketing campaign of the year in London.• The new ‘Incredible India’ promotional film, which showcases Indias major holiday destinations, won Grand Prix Award CIFFT 2009 (The International Committee of Tourism Film Festivals) in Vienna after winning a series of international awards at Berlin, Poland, Romania, France, Portugal, the Czech Republic and Croatia.
• Winner of the PATA (Pacific Asia Travel Association) awards in multiple categories several times in 2004, 2005, 2007 & 2009.• Since the start in 2002, the “Incredible India“, the campaign has been in the lime-light. The Incredible India promotional film has been used extensively in global platforms like Oscar, Grammy and BAFTA award functions and has received worldwide recognition.
• The campaign is a truly concerted effort ensuring that there isn’t a huge gap between expectation and delivery on the ground.• It is also a testimony to the power of focus. A single- minded message was brought alive on the Internet, through events and exhibitions, press ads and TV.
The Result• The impact of the “Incredible India” campaign is reflected in the increase in the number of international tourist arrivals from 2.38 million in the year 2002 to an estimated 5.5 million in the year 2010.
The Key Drivers (PR)• Timely Initiative & the Vision of Mr. Amitabh Kanth.• Effective PR – Quality and Consistency of the Campaign, – Aggressive Promotion in the Print, Electronic and Web media – Active Annual International media campaigns by the ministry of tourism to promote "Incredible India" as a tourist destination.
Apt selection of“Brand Ambassador”Aamir Khan for PR
• Adequate Govt. support in terms of Budget and favorable Policies. – The Union Budget 2010 has allotted more than Rs.1,000 Crore to Ministry of Tourism India.• Budget for ‘Incredible India‘ campaign increased by INR 62.3 Crore for 2010-11 from year 2009-10.
SWOT Analysis Strengths Weaknesses• Growing disposable income in India • Security and safety of international• Growth in IT and outsourcing industry in touristsIndia leading to a growing number ofbusiness trips by foreigners, who often add • Defacement of the national heritagea weekend break monuments and tourist spots • The attitude of a section of Indians Opportunities Threats•Approximately 5 million foreign tourist • In spite of an incredible wealth of Touristarrivals every year. Attractions, India still lags far behind other•The World Travel and Tourism Council Asian competitors.predicts the highest 10-year growth • Last year, Singapore had 7 mn, Thailandpotential. 9.6 mn and Malaysia 11.5 mn international visitors.