Contents
Overview

Objectives

• Build on the existing Incredible India campaign
• Drive more visitors to India
• Reach travelers in a cost-effective manner
Solution

• Worked with Microsoft Advertising for popularity and global reach
• Ads were run on MSN homepage and MSN channels such as Travel, News, and Entertainment
• Opt in e-mail newsletters were sent to Windows Live Hotmail users with a qualified interest in travel. [useful_banner_manager banners=24 count=1]
Results

• More than 75 percent of the response sample perceived India as an attractive destination
• Holiday decision makers comprised 84 percent of the response sample
• 90 percent of the response sample used the internet for planning leisure travel
Words by Leena Nandan, Joint Secretary, Government of India Ministry of Tourism
5
“We were aware of the need to go beyond traditional media, as the internet influences travel decision making in a significant way. The retention value of our traditional media was low due to ‘push advertising.’ It does not support the interaction that the internet can provide.”
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