Incredible India Marketing Campaign Essay

2772 WordsSep 4, 201212 Pages
The 'Incredible India' campaign, launched in 2002, was a major initiative by the Government of India, to promote India as a tourist destination. The first marketing initiative of its kind, Incredible India was conceptualized in 2002 by V Sunil (while he was Creative Director, O&M Delhi), and Amitabh Kant, Joint Secretary, Ministry of Tourism. The primary objective of this branding exercise was to create a distinctive identity for the country. This resulted in the iconic”Incredible !ndia” logo, where the exclamation mark that formed the “I” of India was used to great effect across all communications. The campaign successfully established India as a high-end tourist destination, generating a 16% increase in tourist traffic in the first year. According to spending data released by Visa Asia Pacific in March 2006, India emerged as the fastest-growing market in the Asia-Pacific in terms of international tourist spending. The data revealed that international tourists spent US$ 372 million in India in the fourth quarter (October-December) of 2005, 25% more than in the fourth quarter of 2004. China, which came second in the region, was successful in making international tourists fork out US$ 784 million in Q4 2005, a growth of 23% over its Q4 2004 figures. The tourist spending figures for India would have pleased the Indian tourism ministry, which had been targeting the high-end market through its long-running 'Incredible India' communication campaign. Also, the fact that India was able to earn around half of what China could, in spite of attracting only a fraction of the number of tourists that its neighbor managed to lure, indicated that the campaign had been successful in achieving its objective. * 3. The ‘Incredible India’ campaign was an integrated marketing communication effort to support the Indian tourism industry’s efforts to attract tourists to the

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