Indian Tourism’s ‘Incredible India’ Campaign

Details

Case Code : CLMC-010
Publication date : 2005
Subject : Marketing Communications
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

Incredible India, Ogilvy and Mather, Tsunami, Spirituality, Brand India, Conde Naste Traveler, Grey Interactive, Enterprise Nexus, The New York Times, Buddhist Circuit Trail and Public Relations.

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

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 success of this campaign in comparison to the earlier ones.

2. Despite using different forms of communications for promoting the ‘Incredible India’ campaign, the tourism department has never really taken the help of a Public Relations campaign. But in view of the tsunami, the Tourism Department initiated PR activities. In your opinion, how can the PR activities of the tourism department help to project India as a safe and secure destination?