PRESENTED BY-

ANKITA RAY

URMIMALA PAUL

BRANDING• A MANAGEMENT PROCES IN

WHICH A PRODUCT IS GIVEN A BRAND NAME, BRAND MARK AND THEN ESTABLISHED AND POPULARISED.

A city or destination brand is the sum of -what the market thinks when they hear the brand name -how they feel when they arrive at the destination’s website or experience other communication -what they expect when they select one place over another.

-The term could refer to a city, country or a tourist destination, and to their competition over tourists, visitors, investors, residents and other resources. -Branding tourism is a part of destination branding- First used by Philip Kotler

                                 

• INITIATIVE: Ministry of Tourism, India

• AGENCY SERVICE: Ogilvy & Mather

• LAUNCH YEAR: 2002

• OBJECTIVE: To revamp Brand India as tourist attraction with an integrated marketing communication effort.

• MEDIA USED: 3600 global campaign.

CAPTIVATING VISUALS SHOWING DIVERSITY IN-

-GEOGRAPHY

-HERITAGE

-CULTURE

-CUISINE

EXPLORE RURAL INDIA CAMPAIGN

• OBJECTIVE:

TO PROMOTE VILLAGE TOURISM AS A PRIMARY TOURISM PRODUCT TO SPREAD TOURISM AND ITS SOCIO-ECONOMIC BENEFITS TO RURAL AND ITS NEW GEOGRAPHIC REGIONS IN INDIA.

EXPLORE RURAL INDIA CAMPAIGN

• LOCAL COMMUNITY TRAINED TO MANAGE THE TOURISM SITE.

• IMPROVEMENT IN CLEANLINESS & HYGIENE.• GUIDE TRAINING AMONG LOCAL YOUTH.• SENSITISING COMMUNITY IN PREPARING &

SERVING TRADITIONAL CUISINE AND INTERACTING WITH VISITORS.

OBJECTIVE:

•CREATING AWARENESS ABOUT THE EFFECTS OF TOURISM AND SENSITIZING PEOPLE ABOUT PRESERVATION OF OUR RICH HERITAGE & CULTURE, CLEANLINESS AND WARM HOSPITALITY.

-RE-ENFORCING THE CONFIDENCE OF FOREIGN TOURIST TOWARDS INDIA AS A PREFERRED HOLIDAY DESTINATION.

ATITHI DEVO BHAVA CAMPAIGN

ATITHI DEVO BHAVA CAMPAIGN

MEDIA

•MASS MEDIA COMMUNICATION IN NEWSPAPERS, TV, CINEMA AND OUTDOORS .

BRAND AMBASSADOR(2008)

AAMIR KHAN

TV COMMERCIAL

SUGGESTS A FEW BASIC COURTESIES. IF A GUEST IS HARASSED, WE SHOULD STEP IN.

CAMPAIGN IN LONDON

• ‘INDIA NOW’-3 MONTH FESTIVAL (17 JULY, 07)• EVENTS OFFERING INDIAN FOOD, MUSIC AND

ARTISANS.• VEHICLES PAINTED IN VIBRANT Incredible!ndia

COLOURS.• ROAD SHOWS TO PROMOTE INDIA TOUR

PACKAGES.• OUTDOOR PANELS SCREENING LONDON LAND

MARKS THROUGH Incredible!ndia VISUALS.• BYLINE- “INDIA IS CLOSER THAN YOU THINK.”

Incredible!ndia@60 - NEWYORK• CELEBRATIONS COMMEMORATING

INDIA’S 60 YEARS OF INDEPENDENCE(23 SEP,07)

• MUSIC & DANCE CONCERTS, HANDICRAFT EXHIBITIONS, FASHION SHOWS.

• OUTDOOR ADS-– BILLBOARDS(NASDAQ, TIMES SQUARE)– SUPER MARKETS – BUSES & TAXIS– GIANT SCREENS

BYLINE- ‘INDIA’S TIME HAS COME’

CAMPAIGN DURING OLYMPICS• SPECIALLY DESIGNED, ILLUMINATED IMAGES

AT SUBWAYS & JUNCTIONS IN BEIJING.• “INDIA EVENING” ORGANISED BY TOURISM

OFFICE ON 61 AUGUST.• ADS IN CHINESE DAILIES- SOUTH CHINA POST

& CHINA DAILY.• 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

1. USER GENERATED CONTESTS

-NDTV 7 WONDERS

-SMS CONTESTS

-SUBMIT PHOTOS OF INDIA TRIP & WIN PRIZES

1. DVD AD INSERTS

2. INCREDIBLE INDIA POSTCARDS

3. DIGITAL BROCHURES

4. TVC VIDEOS ON YOUTUBE

5. IN-FLIGHT CAMPAIGN (Singapore Airlines)

-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. -World Travel Awards received for

1.Asia’s Leading Destination 2.World’s leading Travel Destination

Television Commercial 3.Worlds’ Leading Responsible Tourism Project, for Endogenous Tourism

Project 4.Asia’s leading tourism and convention bureau