Incredible India Campaign Wins Pata Gold Award 2019
Union Tourism Ministry’s Incredible India ‘Find the Incredible You’ campaign has won PATA (Pacific Asia Travel Association) Gold Award 2019. It won the award in ‘Marketing – Primary Government Destination’ category. The 2019 edition of award attracted 198 entries from 78 organisations and individuals worldwide.
Background
Tourism Ministry as part of its promotional initiatives annually releases Global Media Campaigns under brand-line of Incredible India in Television, Print, Digital and Social Media in key and potential source markets overseas. To take this yearly Campaigns to next level, Incredible India 2.0 Campaign was launched in September 2017.
About Incredible India 2.0 Campaign
It was released globally during 2018-19 with the tagline “Find the Incredible You”.
This new edition marked shift from generic promotions undertaken across world to market specific promotional plans and content creation. It focuses on digital and social media and promotion of Niche Tourism products of India.
As part of Campaign, 5 new television commercials were produced by Ministry, which were aired globally in TV, digital and social media. These were:
- Yoga: The Yogi of the Racetrack
- Wellness: The Reincarnation of Mr. and Mrs. Jones
- Luxury: The Maharani of Manhattan
- Cuisine: The Masala MasterChef
- Wildlife: The Sanctuary in Paris
The series of films have received more than 153 million views on social media. They were earlier awarded 1st Prize in category of TV Cinema Spot at International Golden City Gate Tourism Awards at Berlin, Germany in March 2019.
About PATA Gold Awards
These are annual awards which are given to tourism industry organizations and individuals making outstanding contribution towards successful promotion of travel industry throughout Asia Pacific Region.
Award winners set industry standards for excellence and innovation and serve as examples for others to follow.
