Incredible India Campaign Wins Pata Gold Award 2019

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  1. The “Find the Incredible You” campaign (Incredible India) of the Tourism Ministry, has won the Pacific Asia Travel Association (PATA) Gold Award, 2019. The award was won under the “Marketing – Primary Government Destination” category.
  2. As part of its promotional initiatives annually, the Ministry of Tourism releases global media campaigns under the ‘Incredible India’ brand line.
  3. The ‘Incredible India 2.0’ was launched in September 2017. The campaign focusses on digital and social media and the promotion of niche tourism products of the country.
  4. As part of the 2.0 campaign, five new television commercials were produced by the ministry, which were aired globally on television and social media.
  5. These are – Yoga – “The Yogi of the Racetrack”, Wellness – “The Reincarnation of Mr. and Mrs. Jones”, Luxury – “The Maharani of Manhattan”, Cuisine – “The Masala MasterChef” and Wildlife – “The Sanctuary in Paris”.
  6. The campaign strategy was to shift the focus from the external experience of tourist destinations to the internal experience of travellers themselves.
  7. The transformative experiences was brought out in form of films in the format of autobiographies of travellers, with the tagline “Find the Incredible You”.
  8. PATA Gold Awards are given to tourism industry organizations and individuals making outstanding contribution towards the successful promotion of the travel industry throughout the Asia Pacific Region.