India launches new campaign to boost tourism
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By Anil Mathur
The Indian Ministry of Tourism has launched an ambitious, innovative campaign in 21 key markets to boost visitor arrivals for 2009.
Among the 21 countries which will see the Indian presence through print, TV and online portals are the UK, USA, Italy, Scandinavian countries, Japan, China, Australia, Singapore and Malaysia.
Interestingly, the campaign will be used in several regional portals as well, reflecting the trends of market use. Images of India’s tigers and the iconic Taj Mahal have been used to in the campaign, as well as Mahatma Gandhi, who championed the free flow of cultures. The diversity of the Indian tourism product is sought to be captured in the TV commercial campaign, which will highlight the physical and geographical dimensions of the vast country.
The Incredible India campaign will be integrated through a 360-degree approach, with print, TV and online efforts being backed by advertising campaigns by the various India tourism offices abroad.
Interestingly, there is talk of experiencing “tranquillity” in India, hoping to attract tourists seeking to escape the pressures of modern city life.
The campaign will fit with Visit India Year 2009.
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