04 The Government of India Ministry of Tourism wanted to promote India as the destination of choice among international travelers from the United States, Europe, and Asia Pacific. The marketing strategy, which went beyond the traditional media mix, integrated online marketing so the Ministry could reach the increasing number of people who research their holiday destinations online. The Ministry understood the need for an interactive and engaging campaign to ensure message retention, as tourists choose international holiday decisions months ahead of actual travel dates.


22 • Promote India as a desirable destination
• Build on the existing Incredible India campaign
• Drive more visitors to India
• Reach travelers in a cost-effective manner


23 • Employed online advertising to reach to the targeted audience
• Worked with Microsoft Advertising for popularity and global reach
• Ads were run on MSN homepage and MSN channels such as Travel, News, and Entertainment
• Opt in e-mail newsletters were sent to Windows Live Hotmail users with a qualified interest in travel. [useful_banner_manager banners=24 count=1]


31 • Almost 60 percent of those who saw the campaign were more likely to holiday in India
• More than 75 percent of the response sample perceived India as an attractive destination
• Holiday decision makers comprised 84 percent of the response sample
• 90 percent of the response sample used the internet for planning leisure travel

Words by Leena Nandan, Joint Secretary, Government of India Ministry of Tourism


“We were aware of the need to go beyond traditional media, as the internet influences travel decision making in a significant way. The retention value of our traditional media was low due to ‘push advertising.’ It does not support the interaction that the internet can provide.”

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