Subject: Integrated Marketing Plan (IMC)

Please refer to the below attached doc for the case.

Questions

1. How does the concept of IMC apply to the Incredible India Campaign?

2. What is the key challenge in marketing the effectiveness of a campaign for a long period of time?

3. Identify the advertising campaign parameters in the Incredible India Campaign?

4. How was the recent Incredible India Campaign different from the previous one?

5. Identify the components of the creative brief for the most recent campaign in the case.

Case: \"Incredible India\"- Incredible Indeed The Ministry of Tourism, under the Government of India, along with Ogilvy India conceptualized the Incredible India campaign in 2002 to position India as a tourist destination by highlighting multiple dimensions, including culture, festivals, history, and natural wonders. There was a noticeable shift of international tourists from developed countries to developing ones, and the objective of this integrated marketing effort in print, television, outdoor, and digital media was to create a distinctive identity for the country. The campaign theme has varied in the years since it was first conceptualized, but it has retained a simple tagline \"Incredible India.\" It has also used the same logo, the tagline with the \"I\" of India replaced with an exclamation point. The campaign has been a great success; in its first year alone, tourism in the country rose by 16 percent. A focus on spiritual tourism in 2003-4 saw an increase of 28.8 percent. The 2007-8 campaign focused on India's diverse cultural spectrum. The 2008-9 campaign drew on the personal stories of those who visited India as tourists and chose to settle in the country. Between 2002 and 2012, foreign tourist arrivals in India increased rose to 6.652 million from 2.38 million. As part of a new campaign in 2012, the Ministry of Tourism attempted to take the brand to the next step, and Ogilvy was given the mandate to determine what made India \"incredible.\" The Ogilvy team talked to travelers from around the world and conducted a detailed research through travel blogs. They discovered that there were different kinds of travelers: some wanted adventure and romance, others were interested in Indian culture and in learning its history, and the rest were looking for India's much-vaunted peace and serenity. India thus had much to offer every kind of tourist. This insight led to a simple idea: \"Find what you seek.\" In other words, India could be what a traveler wanted it to be. The campaign included a total of nearly 30 press and outdoor pieces covering the vast range of experiences that tourists had found in India. The Incredible India campaigns have effectively showcased what India can offer the outside world. These campaigns showcase the great variety of experiences that the country has to offer through powerful images that evoke wonder and curiosity. The most recent campaign took Incredible India to the next level by shifting the focus from destinations to consumer preferences