Indian Ministry of Tourism – Incredible India

Brand Name: Indian Ministry of Tourism – Incredible India
Advertiser: Indian Ministry of Tourism
Agency: Grey Worldwide India
Prize: Bronze
Category: Leisure Services

SUMMARY

Commissioned by the Ministry of Tourism of the Government of India, Incredible India aimed to persuade affluent Europeans to holiday in India. The campaign accounted for a 15.1% increase in inbound foreign tourists in early 2006 over 2005. Hits to the website www.incredibleindia.org increased by over 80% over the campaign period, and visits to the site increased by almost 40%. Furthermore, 11 promotions conducted through both above-the-line media and online received overwhelming responses, at an average of 30,000 entries per promotion – a dramatic increase from the historical average of 8,500–9,000.