Week 7: Tourism Advertising

One of the most successful advertising campaign in the tourism sector is the Incredible India campaign. I studied abroad on Semester at Sea which travelled to 11 different countries, one of which was India. I remember seeing the campaign, which was launched in 2007, before I went on the trip and being mesmerized by the imagery. I think that is one of the most important tools that advertisers can use for a travel and tourism client. By showing a vivid and compelling photo, viewers are immediately drawn in and begin to envision themselves in that location. I know that those advertisements made up my visual opinion of India prior to my arrival and the country itself didn't fail to be incredible! I think that this campaign is also so effective because they have taken two simple words and made them into a recognizable brand. Instead of just India, the country has become Incredible India because the campaign has been so successful in bringing tourism into the rapidly growing nation. The campaign is not only shown in print (such as the 3 ads above) but has also been put to TV spots as well as a website for India's department of tourism (http://www.incredibleindia.org/index.html). Overall, the main purpose of tourism advertising is to make your audience want to travel to your country or go to your monument or sight, and I think the Incredible India does just that!