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.
As part of its promotional initiatives annually,
the Ministry of Tourism releases global media campaigns under the ‘Incredible
India’ brand line.
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.
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.
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”.
The campaign strategy was to shift the focus
from the external experience of tourist destinations to the internal experience
of travellers themselves.
The transformative experiences was brought out in
form of films in the format of autobiographies of travellers, with the tagline
“Find the Incredible You”.
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.