mOne , a joint venture between GroupM and OgilvyOne has bagged the coveted "Purple Head" award for the best online campaign it created for Ministry of Tourism, Government of India. As per Tushar Vyas , Business Director, mOne India, the agency bagged the award fighting stiff competition from almost 18 countries in Asia.
Elaborating further on the campaign, he elucidated that campaign objective was to attract the international global traveler and also to establish the brand 'Incredible India'. The aim was to get the global traveller interested in the myriad options offered by India as a tourist destination. Besides this, the campaign also intended to get the travellers to log on the to the Ministry of Tourism's official website incredibleindia.org.
The whole exercise, claimedly, resulted in more than one million people visiting the website and led to a growth of around 1200 per cent in page views. The registration on the site for the newsletter also grew by over 100 per cent. Consumer brand interaction, as per Vyas, also went up two times.
The online strategy was integrated with the offline strategy. mOne worked closely with OgilvyOne and Maxus India to deliver a powerful campaign. "We plan to further build our association with the Ministry of Tourism with the success of this campaign", Vyas said.