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_ A Management Process in Which a Product
Is Given a Brand Name, Brand Mark and
then Established and Popularize.

_ DzA New Brand Should Strive to Establish a


New Category, Have an Interesting Name
and Tell a Fascinating Storydz › 
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 Ë  
 
Incredible India
SHARE ÷A RL÷
 RSM

˜ 

Tourism contributes more than 6% to India's GDP of $1 trillion, and


employs 53 million people directly or indirectly. Foreign tourist
arrivals to India was 522,000 in December,2008.
Average length of stay in India

31.2 days
m
_ 

_
   

_ 

_    

_ 

_ 
 
_  
6    K Ministry of Tourism, India.

6   K Vgilvy & Mather.

6
m  K 2002

6 |
 K To revamp Brand India as tourist
attraction with an integrated marketing
communication effort.

6  mK 3600 global campaign]


PRSA÷

CAPTIVATING VISUALS
SHVWING DIVERSITY IN:

6pE pRAPHY
6HERApE
6CLRE
6CSE
   
  |


_ he expenditure for marketing and publicity in 2005-


2006 was Rs 220 crore, including overseas
promotions. he tourism ministry, in 2006-2007,
spent Rs 235 crore on publicity and marketing in
domestic and overseas markets, including
expenditure by the overseas India tourism offices,
trade shows and fairs.
EXPL RERRAL÷A
CAMPAp

VBJECTIVE:

_TV PRVMVTE VILLAGE TVURISM AS A PRIMARY


PRVDUCT THE SVCIV ECVNVMIC BENEFITS IN THE
RURAL AREAS.

_LVCAL CVMMUNITY TRAINED TV MANAGE THE


TVURISM SITE.

_IMPRVVEMENT IN CLEANLINESS & HYGIENE.

_TRADITIVNAL CUISINE AND INTERACTING WITH


VISITVRS.
AH÷EV HAVACAMPAp

VBJECTIVE:
_CREATING AWARENESS ABVUT THE EFFECTS VF
TVURISM AND SENSITIZING PEVPLE ABVUT
PRESERVATIVN VF VUR RICH HERITAGE & CULTURE,
CLEANLINESS AND WARM HVSPITALITY.

RE ENFVRCING THE CVNFIDENCE VF FVREIGN TVURIST


TVWARDS INDIA AS A PREFERRED HVLIDAY
DESTINATIVN.
   |   
†MEDIA
MASS MEDIA CVMMUNICATIVN IN
NEWSPAPERS, TV, CINEMA AND
VUTDVVRS.

†BRAND AMBASSADVR(2008)
AAMIR KHAN

†TV CVMMERCIAL
SUGGESTS A FEW BASIC CVURTESIES. IF A
GUEST IS HARASSED, WE SHVULD STEP
IN.
   
 
_ ËINDIA NVWǯ 3 MVNTH FESTIVAL (Was VN 17
JULY, 07)
_ EVENTS VFFERING INDIAN FVVD, MUSIC AND
ARTISANS.
_ VEHICLES PAINTED IN VIBRANT Incredible!ndia
CVLVURS.
_ RVAD SHVWS TV PRVMVTE INDIA TVUR
PACKAGES.
_ VUTDVVR PANELS SCREENING LVNDVN LAND
MARKS THRVUGH Incredible!ndia VISUALS.
_ BYLINE DzINDIA IS CLVSER THAN YVU THINK.dz
  ˜  

_ CELEBRATIVNS CVMMEMVRATING INDIAǯS 60


YEARS VF INDEPENDENCE(23 SEP,07)

_ MUSIC & DANCE CVNCERTS, HANDICRAFT


EXHIBITIVNS, FASHIVN SHVWS.

_ VUTDVVR ADS
 BILLBVARDS(NASDAQ, TIMES SQUARE)
 SUPER MARKETS
 BUSES & TAXIS
 GIANT SCREENS
BYLINE ËINDIAǯS TIME HAS CVMEǯ
  m 
  
_ SPECIALLY DESIGNED, ILLUMINATED IMAGES AT SUBWAYS
& JUNCTIVNS IN BEIJING.

_ DzINDIA EVENINGdz VRGANISED BY TVURISM VFFICE VN


15TH AUGUST.

_ ADS IN CHINESE DAILIES SVUTH CHINA PVST & CHINA


DAILY.

_ INCREDIBLE INDIA SLVGANS SCREENED AT GIANT DIGITAL


SCREENS IN MVSCVW AND ST.PETERSBERG.
_ CAMPAIGN FEATURED IN EURV NEWS CHANNEL & AIRED
IN MVRE THAN 45 CVUNTRIES.
    
  
† USER GENERATED CVNTESTS
NDTV 7 WVNDERS
SMS CVNTESTS
SUBMIT PHVTVS VF INDIA TRIP & WIN PRIZES

† DVD AD INSERTS
† INCREDIBLE INDIA PVSTCARDS
† DIGITAL BRVCHURES
† TVC VIDEVS VN YVUTUBE
† IN FLIGHT CAMPAIGN (Singapore Airlines)
AAR÷S
†Winner of PATA Gold Award for best Print Ad Campaign and
PATA Gold Award for Best Destination Marketing Campaign

†Ranked as the ËHighest Recall Advertisement worldwide by


Travel and Leisure.

†World Travel Awards received for:

1.Asiaǯs Leading Destination.

2.Worldǯs leading Travel Destination.

3.Worldsǯ Leading Responsible Tourism Project, for


Endogenous Tourism Project.

4.Asiaǯs leading tourism and convention bureau.


:  YOU !
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