Incredible India

Group 5

Incredible !ndia Campaign • Conceptualized in 2002 by V Sunil • Joint initiative of O&M and Ministry of Tourism and Commerce • Primary objective of this branding exercise was to create a distinctive identity for the country

Incredible !ndia Campaign • ”Incredible !ndia” logo - exclamation mark that formed the “I” of India was used to great effect across all communications • Campaign successfully established India as a high-end tourist destination • Generated a 16% increase in tourist traffic in the first year

Communication Objective “To project India as an unique opportunity for physical invigoration, mental rejuvenation, cultural enrichment and spiritual elevation along with other developments that make India a modern state with state of the art infrastructure”

Internet Strategy • Revamped the then existing website (www.tourismofindia.com) in March 2002 to make it attractive, functional and resourceful to help a user plan his/her trip to India. • Launched First Online campaign during March 2002 – April 2002 to reach out to discerning travelers by focusing on specific destinations and themes. • Adopted eCRM initiatives to reinforce the brand image by sending Newsletters and mailers to the subscriber database.

Online Campaign (March 2002 – April 2002) • First ever Online campaign for Ministry of tourism during the period of March 2002 – April 2002. – Online campaign resulted in a Click through rate of 1.2% on Indian sites and 0.45% on International sites. – More than 75 banners used for campaign. • Tactical creative were used to attract maximum clickthru to the relaunched website.

– Approx. 55% Bonus impressions delivered. Total impressions delivered were 31Million as against a committed figure of 20million. – Cost per unique visitor Rs9 (average of International + Indian)

Impact on Website – The campaign resulted in more than 13 million hits to the website per month. – Page views increased from 1,409 to 2,286,805 in less than 2 months. – Visits increased from 245 to 10,131

Page Views 2,500,000 2,286,805

2,000,000

1,500,000

1,000,000

500,000

1,409 0 Wed Mar 20th, 2002

Wed Apr 3rd, 2002

Wed Apr 17th, 2002

Wed May 1st, 2002

Internet Strategy • A robust Response mechanism was devised to create a dialogue with the users – [email protected] was made popular through online campaign and website.

• With success of first online campaign and response mechanism, this has been adopted as an ongoing strategy. – Subsequently many more campaigns have been launched and website has been revamped to– www.incredibleindia.org.

Online campaign (December 2002 – March 2003)

Online Campaign (18th August 2004 – 15th March 2005)

• A complete 360-degree approach.

• Innovative site captures, Road blocks and bigger size creatives. • Mobile marketing • DVD ad insert and digital brochure insert in ZDNet India’s Technology magazine. • Direct marketing – Incredible India post cards inserts along with tickets to all those who purchased railways ticket from Indian railways website.

WEBSITE