This presentation mainly discusses the Incredible India Campaign from 2002 to 2009. Furthermore, it gives background information about the Bindi

2. India is … Red dots
• Bovine blood
• Dirt
• Jewel
• Who?
Women, men, priests,
monks and saints

3. Red dots
WOMEN
• Marital status
- Good fortune
- Uphold the sanctity of
marriage
•Fashion statement
•Stand out

4. Red dots
MEN
= “Mark of good luck”
• After some rituals
• Religious ceremonies
• During festivals

5. Red dots
PRIESTS, MONKS
AND SAINTS
• Center of spiritual
energy/Guru’s seat
• Pay respect to their Guru
• Activate the Chakra
• Overcome inner ego

6. India is … Spirituality
SPIRITUALITY
•One’s self + the spirit
•More private and personal
AND
RELIGION
•(public) rituals
•Organised
 Part of everyday life

7. Spirituality
SADHUS
Practitioners of yoga
Any case
All material
Sexual attachments
 Focus on spiritual practice
 Live in caves/forests/temples
 Widely respected

8. Why This Incredible Campaign?

9. Objectives
• Integrated marketing
• Promote India as a tourist destination
• Global campaign

10. Target Audience
• The alternate independent
 Offering Unique experience
• Upmarket tourists
 Investments in Indian tourism
• Rich and famous
 Mass market tourists

11. Budget

12. Tactic
Print
Social media
Television

13. Incredible 2002-2003
• V Sunil
• Ministry of Tourism
• Identity India
• Why i became !

14. • Spiritual tourism
• Premium tourist
destination
• Sophisticated traveller
Incredible 2003 - 2004

15. Incredible 2006 - 2007

16. Incredible 2006 - 2007
GERMANY
• ITB

17. • India Now
• July – september 2007
• Events
• Underground stations
Incredible London

18. • 2007
• International film
festival
Incredible Cannes

19. • 2007
• Incredible India @60
• Independance
• 41 events
Incredible New york

20. Incredible 2007-2008

21. Incredible 2007-2008

22. Incredible 2008-2009

23. Incredible 2009

24. Incredible 2009

25. 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

26. Benefits
Fastest-growing market in terms of international
tourist spending
•International tourists spent 25% more money
•India earned half of what China did

27. 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

28. 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

29. 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

30. Thank you for your attention