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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Integrated Marketing Communications in tourism promotion.

Keywords

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