Incredible India
Ministry of Tourism, India - Brand Promotion
The Brief
To promote "Incredible India" to upscale tourists from Europe, Asia, the Middle East and the untapped US market, focusing not only on India's heritage and culture but also its modern, dynamic offerings.
The Solution
BBC World's unique audience of upscale, discerning travellers proved a perfect fit for the Ministry's target audience.
The campaign included:
High frequency spot campaign on BBC World in targeted regions
Commecial in-flight spots on United Airlines and US airways
Banner adverts on BBCWorld.com
Three specially commissioned 60 second advertorials highlighting: India's 2000 year old heritage through the science of Ayurveda; India's cutting edge medical facilities as a destination for "medical Tourism" and India as a contemporary yet traditional destination for Meetings, Incentives, Conferences and Events.
Online monthly, global impact tracker to measure the campaign's effectiveness
Tracker found that awareness of the campaign amongst senior managers rose from 38% to 55% between February 2005 and February 2006
What The Client Thought
"BBC World has enabled us to position India as a high value destination for the upmarket clientele. It has enabled us to penetrate our markets effectively."
Amitabh Kant, Joint Secretary, Ministry of Tourism, Govt of India
To view the commercials click on the links below
MICE
Ayurveda
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This photography may only be used for publicity purposes in connection with the broadcast of the programme on the respective channel, and must carry the copyright legend BBC. It may not be used for any commercial purpose without a licence from BBC Worldwide.
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