The Incredible India campaign namely “Find the Incredible You” issued globally by the Tourism Ministry in the year 2018-2019 has been proclaimed the winner of the PATA Gold Award 2019 in the category of “Marketing – Primary Government Destination”. Around 198 entries from 78 enterprises and individuals all over the world get attracted to this year’s awards.
The Tourism Ministry annually releases Global Media Campaigns as a part of its promotional initiatives under the ‘Incredible India’ brand-line in the Print, Television, Digital, and Social Media and possible foreign source markets.
With an aim to take the Campaigns to the next level, the ‘Incredible India 2.0’ was established in September 2017. It has brought a shift from general promotions carried out over the world to market content creation and specific promotional plans. The campaign concentrates on social and digital media and the advertising of Niche Tourism products of the nation.
The strategy of the campaign was to transform the focus from the outer experience of tourist places to the internal experience of tourists themselves. These transformative experiences were brought into life through exceptional storytelling in the form of travelers’ autobiographies with the tagline “Find the Incredible You”.
The arrays of films have got a great response and have made above 153 million views on social media. Initially, they were awarded the First Prize in the ‘TV Cinema Spot’ category at the International Golden City Gate Tourism Awards in March 2019 at Berlin.
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