INCREDIBL

E
1
INTRODUCTION
• Incredible India Launched in 2002
• Objective: Distinctive Identity
• Result: 6% increase in 1st year
• Fastest growing market of Asia Pacific in tourist
spending
Campaign “Incredible India”
• Highlighted Tourist places, cultural and historical
heritage
• Featured through Print and Tv media

Shortcomings
• Uni-Dimensional Campaign
• Unappealing to average tourist
• Couldn’t cover all aspects
Situation Analysis
• Increase in Foreign Tourists
• Foreign Tourist investments
• Economic Contribution: 6.8%
• Marketing spending distributed over 18 countries
• 9/11 impact
• Lack of regular updates
Strategy Selection
Strategy# 2

Sub-brands under umbrella of “Incredible India” brand to be used


Sub brands help develop distinct identities to individual products while
using Incredible India’s logo


Licensing the logo to host of private tourism service provider to regulate
the campaign with a unified sense of brand image promoted by
Incredible India
WHY?
• Helps sub brands create distinctive identities to
promote regions within India - while leveraging brand
equity
• India has untapped potential of growth in tourism
industry by promoting not just heritage, culture and
religion but also the scenic natural beauty spread
across the country

6
Exhibit 5 (reference)

Nearly half of the people have not yet visited

India
There is still a potential for us to attract more
tourists
Current campaign didn’t attract nearly 45% of
the tourists - considered the average tourist
Exhibit 6 (reference)

Most recalled tagline ‘Incredible India’- Stay Relevant

Capitalizing on the recall of the current campaign and

brand, using sub-brands to promote different regions of
India is a smart move because people can make instant
connection to existing tagline.

New Taglines are not recalled much therefore strategy 4

negated.
Exhibit 8 (reference)
International tourists unaware about
transport and accommodation throughout
India which can be relieved through Strategy 2
Exhibit 12 (reference)

Current campaign is seen to have a

contemporary design and people it also lacks
clarity in all 3 countries.

Strategy 2 gives opportunity to promote

different regions of India via sub-brands with
more precision and clear message of each
promoted region
 Exhibit 13 (reference)

High proportion of people in all 3 countries have said that their knowledge about India has not
increased and they are also not informed about new tourism products.

This makes it crucial for India to promote more than just its culture, heritage and religion via sub-
brands to promote new tourism products so that people are inclined to visit India
PRESENTED BY
FAKHAR IMAM
IQRA IDREES
ZAHIRA AHMAD
ZAHRA AYYAZ