Tourism is a large global industry that involves transportation, accommodations, entertainment, and other hospitality services for people traveling away from home. India launched the "Incredible India" promotional campaign in 2002 to boost tourism amid a crisis with low hotel occupancy. The campaign focused on marketing India's culture and heritage and proved successful, with tourist traffic increasing 16% in the first year and 28% in the second. It helped establish India as a high-end tourist destination and received several international awards for its promotional films.

1. -by
Joshpin Bala
Ramya

2. TO SM

3.  Tourism is collection of activities services and
industries that delivers a travel experience,
including transportations accommodations,
entertainment businesses and other hospitality
services provided for individuals or groups travelling
away from home.
 The world tourism organization (WTO) claims that
tourism is currently the world’s largest industry with
annual revenues over trillion dollars.
 India’s share in the global tourism is expected to
reach 1.5% by 2010.

4.  Malaysia truly Asia.
 Amazing Thailand
 South Africa-alive with possibilities.
 Hong Kong Asia’s world city

5.  Incredible India a multi pronged promotional
campaign launched by the department of tourism.
 Incredible India was conceptualized in 2002 by
V.Sunil (while he was creative director of O&M
Delhi ) and Amitabh kant, Joint secretary , ministry
of tourism

6.  The campaign began in the middle of tourism crisis
in 2002 when hotel occupancy rates where down to
20 percent.
 At that time all outlays used to be divided into 18
foreign offices. Some offices called it “Spiritual
India” , some called it “Unbelievable India” and
some “Cultural India”
 Incredible india campaign was started off on a low
note with an outlay of just Rs.15 crore.
 Began with traditional markets such as the UK,
Italy, France and Germany.

7.  Spiritual Tourism
 Premium Tourist Destination
 Sophisticated traveler

9.  In March 2007, the global brand campaign (an
evolution of the ‘Incredible’ theme, which was
unprecedented in terms of quality and scale) was
extended to the International Tourisms Bourse (ITB)
Berlin – the world's largest travel and tourism show
– where India was participating as the Partner
Country
 The campaign used the entire city as a canvas -
covering it with large billboards, branding on taxis
and buses, vibrant graphic art and 3D installations.
Signaling a new level of sophistication in India's
branding strategy, the ITB campaign overwhelmed
the international media and trade.

11.  The India Tourism 2008 campaign was based on the
experiences of those who came to visit India as tourists
and stayed back to make India their home. It takes a
special bond with the country and its people to give up
everything you know and set up home, take roots in
India.
 These are the people who’ve truly embraced the culture
and assimilated it into their being. As opposed to those
who’ve simply being ‘bitten by the India bug’. Staying
back is prompted by a decision that will change their
lives forever.
 It is not a mere whim or adventure. It is the commitment
of a lifetime. There are several people like this in India
and we went through a careful process to select the
ones who we felt could be ambassadors to our culture.
The creative idea employed a simple device that stated
their country of birth, followed by text that said
‘Motherland: India’.

12. BENEFITS
• 1st year: Tourist traffic +
• 1st year: Tourist traffic + 16%
16%
• 2nd year: Tourist traffic +
• 2nd year: Tourist traffic + 28%
28%
• N°1 ranking in the Travel + Leisure readers survey
• N°1 ranking in the Travel
+ Leisure readers survey
India established as a high-end tourist destination

13. SWOT analysis of Incredible !ndia campaign
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

14. 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 neighboring
countries

15. 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