India is … Red dots
• Bovine blood• Dirt• Jewel
• Who?Women, men, priests, monks and saints
Red dots
WOMEN
• Marital status - Good fortune- Uphold the sanctity
of marriage
•Fashion statement •Stand out
Red dots
MEN
= “Mark of good luck”
• After some rituals
• Religious ceremonies
• During festivals
Red dots
PRIESTS, MONKSAND SAINTS
• Center of spiritual
energy/Guru’s seat
• Pay respect to their Guru
• Activate the Chakra
• Overcome inner ego
India is … Spirituality
SPIRITUALITY•One’s self + the spirit•More private and personal
AND
RELIGION•(public) rituals•Organised
Part of everyday life
Spirituality
SADHUSPractitioners of yoga
Any case All material Sexual attachments
Focus on spiritual practice Live in caves/forests/temples Widely respected
Why This Incredible Campaign?
Objectives
• Integrated marketing
• Promote India as a tourist destination
• Global campaign
Target Audience
• The alternate independent Offering Unique experience
• Upmarket tourists Investments in Indian tourism
• Rich and famous Mass market tourists
Budget
Tactic
Social media
Television
Incredible 2002-2003
• V Sunil
• Ministry of Tourism
• Identity India
• Why i became !
• Spiritual tourism
• Premium tourist destination
• Sophisticated traveller
Incredible 2003 - 2004
Incredible 2006 - 2007
Incredible 2006 - 2007
GERMANY• ITB
• India Now
• July – september 2007
• Events
• Underground stations
Incredible London
• 2007• International film
festival
Incredible Cannes
• 2007• Incredible India @60• Independance• 41 events
Incredible New york
Incredible 2007-2008
Incredible 2007-2008
Incredible 2008-2009
Incredible 2009
Incredible 2009
Benefits
• 1st year: Tourist traffic + 16%
• 2nd year: Tourist traffic + 28%
• N°1 ranking in the Travel + Leisure readers survey
India established as a high-end tourist destination
Benefits
Fastest-growing market in terms of international tourist spending
•International tourists spent 25% more money
•India earned half of what China did
Difficulties (SWOT)
STRENGTHS
•Cultural and historical heritage
•Powerful visual impact
•Popularity
WEAKNESSES
•Could not appeal to the average tourist
•Uni-dimensional
•Did not cover all the aspects
Difficulties (SWOT)
OPPORTUNITIES
•A lot of potential to attract tourists
•Wider campaign can be planned
THREATS•If the campaign fails to innovate it will lose its appeal
•Competition from neighbouring countries
Awards
PROMOTIONAL FILM:
Global platforms (Oscars, Grammy’s, BAFTA awards)
•World Travel Award 2009
•Grand Prix Award CIFFT 2009
•PATA awards (several times)
•Other International awards
Thank you for your attention