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 click-
thru 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
– contactus@tourismofindia.com 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