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Incredible India media campaigns on a roll in Europe, Paris, London, New York

Incredible India media campaigns on a roll in Europe, Paris, London, New York

Author | Pallavi Goorha | Tuesday, Jan 30,2007 8:38 AM

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Incredible India media campaigns on a roll in Europe, Paris, London, New York

The international campaign rolled out by the Ministry of Tourism as part of the Incredible India campaign has brought good results in terms of recall and visibility. The integrated international media campaigns covered Europe, the US and Canada, Australia, the Far East and the Asia Pacific region to promote India as a must see destination.



SINGAPORE AIRPORT CHECK IN HALL BUDGET TERMINAL







Amitabh Kant, Joint Secretary, Ministry of Tourism, said, “The campaign focussed on both generic and niche areas to convert India into a destination for 365 days a year. ‘Chasing the Monsoon’ is a new theme for the West Asian market. A fresh creative commercial has been launched. In addition, brand personalities like Deepak Chopra, Mark Mobius, Jeev Milkha Singh, Zila Khan, Saira Mohan, etc. have been used to promote and market India’s unique products. The focused international campaign is backed by a strong Internet campaign, which is featured on the international sites and portals such as MSN, Yahoo! and Google, and also country specific sites in the US, Europe, China, Japan, etc.”



LONDON HEATHROW TERMINAL 1 PREMIUM CHECK





Pratik Sen, Joint Partner, Media Mindscapes, said, “The OOH media incursion in the global media campaign plan has defiantly contributed and complimented heavily to the entire Incredible India global campaign for last two years and we at Media Mindscapes are very proud to be associated with this brand and also emotionally attached to it as we feel that, its not just a brand but its our great country which we been given the opportunity to project globally. From the first campaign itself we have made it a point to visit all the locations to ensure proper execution.”



SINGAPORE AIRPORT CHECK IN HALL BUDGET TERMINAL







He further said, “As part of the Incredible India campaign, billboard have been put up at the arrival corridor in London, Paris, Dubai and Singapore airports through which we not only making the brand visible, but also targeting international tourist and business travellers. The Incredible India campaign will be on in New York for two months. A billboard has been put up at the Times Square, a very high visibility area. In London, Paris, Dubai and Singapore the billboards would remain for four months. In Paris, backlit displays have been put up at the arrival areas of two major airports – Charles De Gaul and Orly.



Paris INSIDE AIRPORT Orly South







The Incredible India campaign has been ranked as the highest recall advertisement worldwide by Travel and Leisure magazine. The campaign also received an Euro Effies Award apart from several other recognitions – World Travel Awards for Asia’s leading destination, World’s Leading Travel Destination Television Commercial, World’s Leading Responsible Tourism Project for Endogenous Tourism Project, and Asia’s Leading Tourism and Convention Bureau.

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