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Indian Tourism’s ‘Incredible India’ Campaign
Abstract:
The caselet gives an overview of the ‘Incredible India’ campaign undertaken by the Government of India (GoI) to promote tourism in India. It highlights the measures taken by the Tourism Department of India in various countries across the world to promote ‘Brand India’. It also deals with the public relations exercise undertaken by the GoI to restore tourists’ confidence in view of the tsunami that hit the country in 2004.
Issues:
» Integrated Marketing Communications in tourism promotion
Introduction
Till 2002, Indian tourism was promoted through delegates at the Indian tourist offices located globally. These promotional campaigns were not too effective as the promotional approach was unorganized, varied, and limited by the skills and capabilities of the delegates. Realizing the need for a consistent approach, the Tourism Department of India appointed Ogilvy and Mather (O&M), Delhi, to develop a print campaign and Enterprise Nexus, Mumbai, to create a television commercial. The media account was handled by WPP Group’s Maximize India, and Grey Interactive was briefed to work on the official website www.tourismofindia.com.
In September 2002, the Tourism Department unveiled a new campaign called ‘Incredible India’ to promote Indian tourism globally. The first phase of the campaign, for a period of three months, was jointly funded by the Government of India and Experience India Society, an association of travel agents in India. The campaign focused on the Himalayas, wildlife, yoga, and ayurveda and was widely promoted in the print media, television, and the Internet. The television campaign was telecast on CNN, BBC, and other popular channels across the world.
Questions for Discussion:
1. Explain the communications strategy followed by the Tourism Department of the Government of India in its ‘Incredible India’ campaigns to promote tourism in India. Briefly outline the reasons for the
Abstract:
The caselet gives an overview of the ‘Incredible India’ campaign undertaken by the Government of India (GoI) to promote tourism in India. It highlights the measures taken by the Tourism Department of India in various countries across the world to promote ‘Brand India’. It also deals with the public relations exercise undertaken by the GoI to restore tourists’ confidence in view of the tsunami that hit the country in 2004.
Issues:
» Integrated Marketing Communications in tourism promotion
Introduction
Till 2002, Indian tourism was promoted through delegates at the Indian tourist offices located globally. These promotional campaigns were not too effective as the promotional approach was unorganized, varied, and limited by the skills and capabilities of the delegates. Realizing the need for a consistent approach, the Tourism Department of India appointed Ogilvy and Mather (O&M), Delhi, to develop a print campaign and Enterprise Nexus, Mumbai, to create a television commercial. The media account was handled by WPP Group’s Maximize India, and Grey Interactive was briefed to work on the official website www.tourismofindia.com.
In September 2002, the Tourism Department unveiled a new campaign called ‘Incredible India’ to promote Indian tourism globally. The first phase of the campaign, for a period of three months, was jointly funded by the Government of India and Experience India Society, an association of travel agents in India. The campaign focused on the Himalayas, wildlife, yoga, and ayurveda and was widely promoted in the print media, television, and the Internet. The television campaign was telecast on CNN, BBC, and other popular channels across the world.
Questions for Discussion:
1. Explain the communications strategy followed by the Tourism Department of the Government of India in its ‘Incredible India’ campaigns to promote tourism in India. Briefly outline the reasons for the