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Premium member Presentation Transcript INCREDIBLE INDIA CAMPAIGN-A CRITICAL ANALYSIS: INCREDIBLE INDIA CAMPAIGN-A CRITICAL ANALYSIS BY: UTTAM & VARUN ANJANBRAND ESTABLISHMENT-INCREDIBLE INDIA CAMPAIGNS: BRAND ESTABLISHMENT-INCREDIBLE INDIA CAMPAIGNS It is a journey of mind and soul It is a journey of the five senses It is a journey of self-discovery It is a journey of self-fulfillmentWhat is Destination Brand ?: What is Destination Brand ? Destination branding is about packaging and marketing a set of images to promote a particular destination. the brand vision can become an instrument for transforming the place and social engineering local cultures . Which done by the incredible !ndia for IndiaSlide 4: Incredible India Is a brand that has been created A destination brandSlide 5: “God's Own country" and "Incredible India” Today, India has become a recognizable brand the world overINCREDIBLE INDIA CAMPAIGN-HISTORY: INCREDIBLE INDIA CAMPAIGN-HISTORY Launched in 2002 by MoT Funded by Government of India and Experience India Society MoT had also spent heavily on the marketing and publicity of these campaigns Ogilvy and Mather (O M ) were assigned the charge of print media campaign A series of television commercials and print advertisements Interesting and informative Focused on aspects that made India unique in the world An integrated marketing communication effort to support the Indian tourism industry The campaign was conducted globally Received appreciation from tourism industry observers.Slide 7: Atithi Devo Bhavah (Guest is God) was launched in 2005. Campaigns aimed at increasing tourist inflow in India Highlighted various tourist attractions in India , such as Himalayas , wildlife Projected India as an attractive tourist destination A refreshing change from the earlier campaigns like medical and wellness tourism.OBJECTIVES: OBJECTIVES To revamp Brand India as tourist attraction with an integrated marketing communication effort. Print ads captivating visuals showing diversity Explore rural India campaign. Improvement in cleanliness and hygiene Guide training among local youth Sensitizing community in preparing and serving traditional cuisinesCONT…: CONT… Creating awareness about the effects of tourism Preservation of our rich heritage and culture Providing warm hospitality Reinforcing the confidence of foreign tourist Promote India as an attractive destinationPROMOTION: PROMOTION Aamir khan TV commercial stages a few basic courtesies Campaigns in London ‘ INDIA NOW’- 3 month Festival (17 JULY, 07) events offering Indian food, music and artisans vehicles painted in vibrant Incredible !ndia colors. road shows to promote India tour packages . outdoor panels screening London land marks through Incredible !ndia visuals. Byline- “INDIA IS CLOSER THAN YOU THINK - ‘INDIA’S TIME HAS COME outdoor ads- billboards super markets buses & taxis Giant screensSlide 11: - Campaign during Olympics specially designed illuminated images at subways & junctions in Beijing “ INDIA EVENING ” organized by tourism office incredible India slogans screened at giant digital screens in Moscow and St.Petersberg . campaign featured in euro news channel & aired in more than 45 countries Other promotional media user generated contests ndtv 7 wonders SMS contests submit photos of India trip & win prizes DVD ad inserts incredible India postcardsATITHI DEVO BHAVAH: ATITHI DEVO BHAVAH A concept is designed to complement the ‘Incredible India’ Campaign. A national social awareness program Sensitizing key stakeholders towards tourists, through a process of training and orientation The endeavor is to boost tourism in India, which in turn would act as a catalyst for India’s economic growth. SEVEN POINT PROGRAM OF TRAINING : SEVEN POINT PROGRAM OF TRAINING Samvedan Sheelta or Sensitization Prashikshan or Training and Induction Prerna or Motivation Pramani Karan or Certification Pratipushti or Feedback Samanya Bodh or General Awareness Swamitwa or OwnershipCHARTERS OF ATITHI DEVO BHAVAH: CHARTERS OF ATITHI DEVO BHAVAH Hygiene & Cleanliness Conduct and Behavior Integrity and Honesty Safety and SecurityCOMPONENTS OF ATITHI DEVO BHAVAH: COMPONENTS OF ATITHI DEVO BHAVAH Training In this the key stakeholders (of the tourism industry) are trained in terms of changing their attitude and behavior. PR Road Shows Besides training they undertake PR Road shows with the tourism trade in order to get their active participation and ownership of the program. Mass Media Communication Through newspapers, TV, cinema and outdoors to create general awareness about the program and to communicate to key stakeholders as to how it is in their own interest that foreign tourists be treated well.BENEFITS OF THE CAMPAIGN: BENEFITS OF THE CAMPAIGN Attracted a lot of tourists from all over the world The overall development of tourism infrastructure Positioned India on the global tourism map through the "Incredible India" campaign Encouraged businessmen from international market to participate in trade fairs and exhibitions The rate of growth of tourism sector in India has been way above the world average in the last few years.CONT….: CONT…. 2006-07 is the fourth consecutive year of high growth in foreign tourist arrivals and foreign exchange earnings from tourism. 2006-07 saw arrival of approximately 4.63 million foreign tourists in India, thereby registering a growth of 13 per cent over the previous year. As per advance estimates, foreign exchange earned during 2006-07 due to tourism was 9696 million dollar with a growth of 23.5 per cent over the previous year. The campaign has generated huge interest about Indian tourism products globallySUCCESS: SUCCESS World Travel Awards received for Asia’s Leading Destination World’s leading Travel Destination Television Commercial Worlds’ Leading Responsible Tourism Project, for Endogenous Tourism Project Asia’s leading tourism and convention bureau 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. 21st Grand Prix Award in Vienna in Austria Asian Guild Award for promoting the 'Incredible India' campaignCRITICISM: CRITICISM However, the campaign also came in for criticism from some quarters. Some observers felt that it had failed to cover several aspects of India which would have been attractive to the average tourist. “INCREDIBLE” is not the right word. Bad word of mouth publicity through tourist who had visited after the campaign and were disappointed. The Atithi devo bhavah campaign was not very effective as it lacked well trained manpower.SUGGESTIONS: SUGGESTIONS Develop effective infrastructure Concentrate more on effective implementation of Atithi devo bhavah campaign Like Atithi devo bhavah another sidelong campaigns to make the experience memorable Make an entirely unique campaign of making India sustainably developed destination You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.