Marketing India, Unitedly

• Incredible India, Make in India, God’s own country, these are some of the eye catching campaigns to promote the country, but are these pitched perfectly?

• Even though the Union Ministry of Tourism, is now trying to bring some convergence in the marketing of the nation. It hopes to make the Incredible India, the mother campaign on which the State tourism and industry campaigns can piggyback.

• This year, the ministry is proposing a convergence of campaigns that they hope will come about by sharing the media plan. Incredible India campaign is a brand-building one, enhancing perception about the country.

• But the State tourism campaigns have specific offers enabling a buy decision. Suppose the Incredible India campaign is run for 2 months and it creates a momentum for say, Madhya Pradesh to build on that with a ‘Heart of Incredible India’ campaign.

• This year the co-ordination is a lot better and there is more collaboration in the Incredible India campaign.

• The media should understand while doing its media strategy that there is a difference between a traveller and a tourist. The traveller is the core audience and that should be factored into the business strategy.

Source: http://bit.ly/2oahmOy

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