2. atithi devo bhava
Shri Narendra Modi ji
Honrable Prime Minister of India
Taj Mahal, Uttar Pradesh
Brand India
is built of 5T’s Talent, Tradition, Trade,
Technology and Tourism
3. atithi devo bhava
Dr. Mahesh Sharma ji
Honrable Minister of Tourism & Culture
The combination of our landscape,
people, culture, attractions and
experiences provide a travel package
that is hard to match anywhere
in the world
Vittala Temple, Hampi, Karnataka
5. atithi devo bhava
• India’s Inbound Tourism Overview
• Incredible India Overseas Offices
• Analysis of the World Outbound Traveler Markets
• Services Proposed
• How we add Value
India Gate, Delhi
7. atithi devo bhava
Foreign Tourist Arrivals Statistics
• 8.03 Million Foreign Tourist Arrivals to India in 2015
• 4.5% Annual Growth compared to 7.67 Million FTAs in 2014
• Rs.1,35,193 Crore Foreign Exchange Earnings contributed by FTA’s
(annual growth of 9.6%)
• 37 Million Jobs supported by tourism in India
• 35 World Heritage Sites recognized by UNESCO
• Tamil Nadu (20.6%) and Maharashtra (19.4%) top the list of states visited by
FTAs followed by UP (12.9%), Delhi (10.3%) and Rajasthan (6.8%)
Qutub Minar, Delhi
8. atithi devo bhava
The Regional Landscape
According to the World Economic Forum 2015 Tourism Report,
India ranks 52nd in the competitiveness index among 141 countries
Dubai
14.2 Million
Sri Lanka
1.8 Million
Singapore
15.1 Million
Japan
19.7 Million
Indonesia
9.7 Million
Thailand
29.3 Million
India
8.03Million
China
57 Million
Hawa Mahal Palace, Rajasthan
9. atithi devo bhava
E-visa offering – The Game Changer
The implementation of e-visais a monumental step in the tourism space in the
history of India.
This year the e-visa arrivals rose to 4,34,927 visitors from 1,10,657 in 2015 - a whopping
293% spike in just 1 year!!
• India offers e-visa’s to 158 countries
• E-visa is offered at all the 14 locations where India has their offices
Sun Temple Konark, Odisha
10. atithi devo bhava
Other Key Initiatives by the Government
• The 24x7 Toll Free Multi-Lingual Tourist Help Line
• Bilateral / Tripartite Agreements with other countries to promote cooperation in
tourism sector
• Augmentation of better infrastructure through new schemes
• Harmonization between various central ministries and state tourism boards
• Mobile application Swachh Paryatan allowing citizens to report unattended
garbage piles at various tourist destinations
Ajanta Cave, Maharashtra
12. atithi devo bhava
Incredible India Overseas Offices
America Canada
• New York
• Los Angeles
• Toronto
Europe UK
• Frankfurt
• Amsterdam
• Paris
• Milan
• London
Middle East
Africa
• Dubai
• Johannesburg
Asia
• Tokyo
• Beijing
• Singapore
Oceania
• Sydney
Gateway of India, Maharashtra
13. atithi devo bhava
Inbound arrivals to India from the countries
where Incredible India offices are located
Country
* Data for 2014
No. Of Tourists (in million) % Share
United States
UK
Canada
Australia
Germany
France
Singapore*
China*
Japan
Italy*
Netherlands*
UAE *
South Africa*
Total 4.00 50 %
1.21
0.87
0.28
0.26
0.25
0.23
0.21
0.21
0.21
0.09
0.06
0.06
0.06
15%
11%
3%
3%
3%
3%
3%
3%
3%
1%
1%
1%
1%
Sun Temple at Modhera, Gujarat
14. atithi devo bhava
Primary Objectives of the Overseas Offices
1. Position India as an exciting global brand to excite the world traveler community
2. Educate the global traveler on the incredible options that India offers to tourists
3. Use PR Marketing tools to effectively spread the message and vision of the
Ministry of Tourism
4. Effective communication to dispel competitive constrains about women safety,
poor infrastructure, health issues etc.
5. Constantly increase the sphere of influence of Incredible India offices to penetrate
existing markets further and explore new markets
6. Focus on the repeat traveler to visit different region’s of India
7. Efforts on increasing tourism to high potential untapped regions
8. Attract segments like MICE, Luxury, Medical, Spiritual etc.
Old root bridges, Cherapunjee, Meghalaya
16. atithi devo bhava
Top Outbound Tourism Markets Globally
Country
* - These countries do not have Incredible India offices
No. Of Tourists (in million)
China
Germany
US
UK
*Russia
Canada
Italy
France
*Saudi Arabia
Japan
*Korea
Australia
Singapore
*Iran
85
83
68
60
46
33
28
28
20
17
16
9
9
7
Red Fort (Lal Qila), Delhi
17. atithi devo bhava
The America
• North America (USA Canada) is the much more developed market having 101
Million overseas travelers in 2014, compared to 59 Million from Latin South
America combined
• Large population with good income levels, superb connectivity and global business
linkages contribute to the maturity of these traveler markets
• A large Indian diaspora settled in these countries contributes to a significant amount
of the travel
• Due to the long-haul travel, leisure visitors tend to stay longer and the yield from
American tourists is more
• The trade is wide spread coast to coast across the nations but is very organized and
digitally advanced
• Target segments – FIT leisure, MICE, Business Travel, Groups, Luxury, Medical
Tourism, Adventure Spiritual Tourism
Calangute Beach, Goa
18. atithi devo bhava
Europe UK
• Europe has the most developed traveler market in the world with the highest
number of travelers from any region in the world
• According to Eurostat, more than 70% of the population of Germany, France,
Netherlands, Finland, Sweden and Switzerland travel every year for personal
holidays
• German travelers spent close to 80 Billion USD in 2014
• For India however, UK is the largest market in Europe owing to the long history,
student travel and large Indian diaspora.
• Many Europeans consider India a cheap destination and often come for long
backpack vacations.
• Europe is not a homogenous market and each large country has its own characteristics
when it comes to travel choices
• Target segments – FIT leisure, MICE, Business Travel, Luxury, Spiritual Tourism
Medical Tourism
Houseboat, Backwaters, Kerala
19. atithi devo bhava
Middle East Africa
• The Middle East is a fast growing outbound market registering 9% annual growth in
2015 which is twice the global average of 4.5%. Strong numbers have been seen in
luxury and MICE travel in particular
• In contrast, Africa’s outbound tourism sector grew at a slow pace below the global
average. Due to limited data available, no specific analysis has been conducted
• Oman, Saudi Arabia and UAE are the major markets from the Middle East, although
the numbers are not very high considering the proximity to India
• South Africa, Nigeria and Kenya are the top markets for India from Africa
• The numbers from Middle East are limited because the locals do not see India as an
aspirational destination like Europe. A significant amount of luxury tourism along
with medial tourism and student movement can be brought to India by educating the
region trade on the luxury products in India
Jaldapara wildlife Sanctuary, Assam
20. atithi devo bhava
Australasia (Asia Pacific)
• Australian visitors to India grew by around 10% in 2015, higher than the national
outbound growth of 8%.
• 60% of travel is for leisure and 22% constitutes Visiting Friends Relatives from
Australia
• India receives maximum visitors in Q1 (Jan to Mar) and Q4 (Oct to Dec)
• Sri Lanka, Malaysia and Singapore are important markets from India and with
excellent connectivity from most metro cities
• South-east Asia itself a strong inbound region has very mature tourism products with
clear value propositions i.e. Singapore Malaysia for family and MICE, Thailand for
Honeymoon MICE etc. Therefore we need to clearly define India’s value proposition
as a destination to attract the right segments from this region
• Target segments – FIT leisure, MICE, Religious travel, Spiritual Tourism
Medical Tourism
Nalanda University, Bihar
21. atithi devo bhava
China, Japan Korea
• The global giants in outbound travel – Chinese tourists spent $215 Billion abroad in
2015, up 53% from the previous year
• One in every 10 tourist in the world is now Chinese.
• However, India has not yet adequately gained from this growth in China’s outbound
market as only 210,000 Chinese visited India in 2014, compared to 700,000 Indian
tourist and businessmen visited China in the same period
• As most East Asian countries face a language barrier, the government has taken steps
like helplines in Mandarin, e-visa, multi-lingual tour operators etc to cater to this
demand. However reaching out and communicating with the trade in these countries
is more difficult than others
• Other high potential and under developed source markets are Japan and Korea that
are traditionally high spenders and have been choosing exotic destinations to fulfill
their travel needs
• Target segments – Group Leisure, FIT Leisure, Business Travel and MICE
Dal Lake, Srinagar, Kashmir
23. atithi devo bhava
Our Proposal
Marketing
Public
Relations
Effective promotion of the destination
will essentially require two broad components.
Manali Valley, Himachal Pradesh
24. atithi devo bhava
Scope of Work
(Marketing Education)
• Developing a holistic India
promotion strategy
• Meetings with top foreign
travel agents and operators
• Detailed Product Trainings
• Lead Generation Query
Management
• Webinars
• Roadshows
• 24 Hour response to tourist
queries
• Marketing Strategy and Brand
Development
• Familiarization Trips
• Joint Promotions
• Tactical Campaigns
• Participation in Trade Fairs
• Partner Brand associations
• Consumer Trade Research
• MICE and Corporate sales
• Media Buying in Print, Digital,
TV, Radio Outdoor
• Pitching for Destination
Weddings
• Buyer – Seller meetings
Specialized Events
• Hollywood TV filming
Market
Representation
Key Trade
Promotion Activities
MICE
Event Management
Tulip garden in Srinagar, Kashmir
25. atithi devo bhava
CVs
Scope of Work
(PR Communications)
• Press Release – Generation,
Handling Distribution
• Tactical Social Media
Campaigns
• Crisis Management
• Press Conferences
• Management Interviews
Coaching
• Press Kits – Collateral
production, Handling
Distribution
• 24 Hour response to Media
queries
• Newsletters
• Media Calls , Meetings
Targeted story pitches
• Media Bloggers/Influencers
Familiarization Trips
• Brand Ambassador
Management
• Media Activity Tracking
• Monthly Reporting with ROI
• Database Maintenance
• Story Plug-ins in Trade
Magazines Newspapers
• Facilitate Celebrity
engagement
• Organize Celebrity/
Commercial photo shoots
• Competition Analysis based on
thorough market research
• Award platforms – identifying
awards where client can apply
Content Development
Execution
Media Management Miscellaneous
Colorful Rajasthan Puppets, Jaisalmer City Palace
26. atithi devo bhava
CVs
Representation of Incredible India Overseas
Fulfilling all the core
functions of the
Incredible India office
including events,
roadshows, FAMs,
trade queries and
others
Building a robust
database through
sustained relationship
management activities
Coordination with the
Indian counterparts
to close large deals
with key accounts
Destination
Representation
Key Account
Management
Sales Missions
Havelock Island, Andaman Nicobar
27. atithi devo bhava
Research Analysis of Local Markets
• Thorough research of each geography will be conducted, focusing on travel patterns ,
most visited destinations, length of stay , money spent, activities done during the
holiday and others
• Analyze the travel segments for each geography and assess products that India can
offer to these segments
• A detailed market survey in each geography to see how India is perceived as a tourism
destination
• From the survey, analyze the strengths and weaknesses of India from a B2B trade and
B2C consumer perspective. Amplify the strengths and mitigate the weaknesses
Contd...Sahar ki Masjid Mosque, Gujarat
28. atithi devo bhava
Research Analysis of Local Markets
• Check awareness about India’s holiday offerings in luxury , medical tourism, golf,
MICE etc
• Geo-specific research will be purchased from reliable sources like UNWTO and
University papers to assist us for deepening our knowledge about Indian tourism
scenario
• Define specific set of value propositions , geography wise , country wise ,segment
wise and income wise and traveler type wise
• A strategy will be mapped out for India taking in mind the realized propositions
and how it will reach the end consumer
Vivekananda Rock, Tamil Nadu
29. atithi devo bhava
Destination Representation
• Set up the Incredible India office complete with a dedicated expert team, all support
functions and Incredible India branding
• Provide brochure and collateral fulfillment for all trade requests
• Represent Incredible India at all relevant networking / B2B events
(including key trade fairs in the region)
• Produce an Annual Brochure Audit of all Incredible India product inventory being
included by trade partners in the region, highlighting year-on-year changes and
competitor coverage
Contd...Gurudongmar Lake, Sikkim
30. atithi devo bhava
Destination Representation
• Produce an Annual Sales Plan for Incredible India, outlining the sales approach and
listing partners to engage with for sustained growth in revenue
• Make recommendations and suggest India specific messaging and product ideas
• A monthly report will be presented in terms of Marketing , PR activities done in the
previous month
• Prepare an Annual Sales Budget covering activities in the Sales Plan in consultation
with the Ministry of Tourism
• Produce an Annual Market Report for Incredible India outlining key industry trends,
market conditions and competitive analysis
Tawang, Arunachal Pradesh
31. atithi devo bhava
Key Account Management
Develop a Target Database for respective offices
Blue Square Consultants will create a bespoke database for Incredible India
segmented for region, specialization, market reputation and potential.
This database will cover:
• Major Wholesalers / Outbound Tour Operators
• Region specialist agencies
• Professional Conference Organizers MICE agents
• Corporates and Event Management Companies
• OTA’s and Digital partners
Contd...Umiam lake, Khasi Hills, Meghalaya
32. atithi devo bhava
Key Account Management
Cultivate Key Accounts
Conduct a bi-annual review of the region’s outbound sellers to group them into
priority tiers. Top priority accounts will be given the greatest focus with regular
face-to-face meetings, phone calls and email contact. Key effort will be on generating
queries and closing leads.
Impact Influence
Activities to increase visibility, educate trade and increase sales will also include:
• In-depth Product Trainings with the sales personnel of selected agencies
• FAM Trips for travel trade decision makers and other special interest FAM trips
• Presence on websites / brochures of prominent travel companies in the region
• Tactical promotions and special offers basis the Annual Sales Plan
Holi
33. atithi devo bhava
Regular Sales Missions
• Prepare a half yearly plan comprising of a Sales Mission to meet the shortlisted and
prioritized travel agents to enhance relationships and resolve any nagging roadblocks.
• Sales Director / spokespersons from Incredible India will visit the key accounts and meet
face-to-face with the decision makers of these accounts
• The overseas office will facilitate, coordinate and monitor all meetings
• We will plan the sales mission itinerary, book travel (where required) and follow-up with
a full report of discussions and opportunities / next steps
Durga Puja
34. atithi devo bhava
PR for Incredible India
Of the many activities that BSC will be covering for Incredible India, these are but a few!
• Proactive PR - As a part of managing Incredible India offices, the staff shall be accountable
and responsive to tour operators, travellers and journalists.
• Media Rounds – We initiate one-on-one meetings with journalists on a regular basis to make
sure Incredible India and its activities, promotions and tour USPs are periodically
highlighted.
• Initiating Media Coverage
• highlight features and USPs of India to foreign press
• provide a variety of news items for the media
• adhere to the brand USPs that have been identified
• gravitate to topics which are media sweet-spots, especially seasonal and cultural requirements
Dandia Dance
35. atithi devo bhava
Social Media Marketing Approach
Social Media Marketing for Incredible India
Content Holding Platforms
(Online Source of Info)
Youtube
Blog
India-centric
Microsite
Content Distribution Networks
(Community)
Facebook
Instagram
Twitter
Facebook
Instagram
Advertising
Youtube
Advertising
Display
Advertising
AdvertisingUser Network
Influencers
Bloggers
Diwali
36. atithi devo bhava
How do we add value?
• Effective dynamic leadership in all Overseas offices
• Increase the tourist arrivals from 8 Million to 20 Million in the next few years with the
support of the Tourism Ministry
• Conducting roadshows , building relationships with key partners in order to increase
outbound travelers into India
• Effective PR to enhance the image and perception of India
• Regular marketing activities with trade, MICE agents, event planners and corporates
• Central team based out of India for your ease of coordination
Tea Garden, Munnar, Kerala
39. atithi devo bhava
Highlighting Star Power on India
• All these top-grossing movies have been either shot in India and/or have a strong India
connect. We can get internationally-renowned stars who have come to India to
• Go on social Media and endorse the Incredible India campaign
• Arrange visits/photo-shoots for them in India
• This will focus their hundreds of thousands of followers to see India as the Go-to International
destination of their stars’ choice
Golkonda fort, Hyderabad, Andhra Pradesh
40. atithi devo bhava
Stars and Celebs with India Connect
Richard Gere Julia Roberts Dame Judi Dench Bill Nighy
The Reasoning
• Other destination have been using Indian celebs to endorse their country’s highlights
• Despite having so many Hollywood stars and movies coming to India, Incredible India as well
as the Tourism Ministry have not capitalised on their star power to draw foreign crowds to
Indian shores.
• Now is the time to use this advantage to power the Incredible India campaign all over the
Internet!
Agatti Island Beach, Lakshwadeep
41. atithi devo bhava
Wooing people to get married in India!
• Destination weddings outside India is a multi-billion dollar industry. However, the reverse is
yet in its nascent stage due to
• Lack of highlighting wedding facilities in India
• Same for wedding planners in India
• We propose to approach international wedding planner and educate them on how India can
be one of the world’s best destinations to get married. Even on a budget, India is the answer!
Patwon Ki Haveli, Jaisalmer, Rajashtan
42. atithi devo bhava
Gourmet Tourism
• Whether it is about Michelin star chefs like Gordon Ramsay and Jamie Oliver talking about
Indian cuisine, or UK adopting chicken tikka masala as their national dish, Indian food is
known to three quarters of the planet.
• Many international chefs have come to India praising our cuisine. It is time to highlight the
best of what Indian states have to offer to the global tourist. Promotion of food trails, gourmet
tourism across India can be promoted via the Incredible India platform as specialised tour
segments.
• Additionally, trips by globally-renowned chefs can be sponsored and highlighted by
Incredible India.Wood Wall Carvings, Kohima, Nagaland
45. atithi devo bhava
• 6 Million+ Indians have traveled to destinations represented by us since 2010
• 12,000 travel agents personally contacted by us in the past 6 years
• Agent relationships across all metros and 20 Tier 2 cities and 8 Tier 3 cities across India
• USD 152 Million+ worth of cumulative PR coverage
• 1.2 Billion reach achieved through PR coverage in 2015 only
• 100+ Roadshows / Training Events conducted
• 20+ Press Conferences Media Events
• 750+ Agents taken on FAM tours
• 10 Ministerial visits conducted
Summary of Credentials
Fatehpur Sikri, Agra, Uttra Pradesh
46. atithi devo bhava
Case Study
Oman’s Journey with Us
Challenges faced in 2010
• Oman was perceived as a destination for skilled labour.
• Negligible visibility/awareness as a tourist destination.
• Significantly more expensive than the competing regional destinations, Dubai Abu Dhabi.
Process of Change (From 2010-2016)
• Conceptualized, developed and executed an online training program for agents. Shortlisted target markets and educated
agents and media while focusing on educated and well-travelled Indians.
• Associated with the Bollywood movie ‘Once Upon A Time in Mumbai Dobaara’ starring Akshay Kumar, Sonakshi Sinha
Imran Khan.
• Expanded to Tier 2 cities Pune, Ahmedabad Hyderabad through road shows. Big MICE movements with 500 – 700
passengers from India visited Oman.
• Conducted a Mega FAM ‘Discover Oman’ and hosted around 65 trade and media partners. Then, conducted a webinar on
Oman and trained 800 tour operators across India.
• The first Destination Wedding in Oman from India had 700 guests. The second wedding had 1100 guests. This put Oman on
the map for destination weddings.
• Featured in Lonely Planet and Outlook Traveller as cover stories.
• Cipla, a leading pharmaceutical company hosted over 1000 people in Muscat for a conference in 2015.
• Launched Audio Compass mobile audio app which provides travellers with high quality, informative, detailed,
audio-based content for tourists.
• IIFA international awards association approached us to host the awards in Oman.
The Rock Garden, Chandigarh
47. atithi devo bhava
Oman’s Journey with Us
Goals Achieved
• 83% Growth in Arrivals in the last 5 years
• Successfully launched Established Oman as a holiday destination in 8 key markets in India
• Opened up lucrative segments of MICE established Oman as a credible Wedding Destination
• Opened doors for Bollywood Movies in Oman - Once Upon a Time Dobara Gunday
• Unrivaled PR coverage and exposures in national and local media
• Numerous Awards Nominations for Oman among the travel trade fraternity
Indian Arrivals Growth 2011-15
0
50000
2011
163451
36% 10% 5% 16%
221623
244786 256210
299000
2012 2013
Indian Arrivals
2014 2015
100000
150000
200000
250000
300000
350000
Charminar, Hyderabad, Telangana
49. atithi devo bhava
Objectives
Create interest demand for the women travellers to experience the niche products in Thailand through the lens of the Brand
Ambassador Ms. Anusha Dandekar
Summary of Project
Brand Ambassador TVC for Women Segment Thailand Tourism is keen on capturing the growing segment of women travelers
from India. The idea is to influence the women population, generally seen as decision makers while choosing a holiday. The TVC
is not just a montage of destination imagery but also follows a storyline to create a more human connect, highlighting three
modern independent and affluent class women traveling to Thailand for celebrating the Bachelor party of one of the girls (Brand
Ambassador)
Dates of Execution 8th May- 16th May 2016
Key Points of Execution Through this very chic and spunky ad, showcase Thailand as a luxurious, uber cool and safe
destination where one can experience activities ranging from lavish spas, wellness retreats, adventure, gourmet cuisine trails and
shopping.
Results Measured
A TVC of 5 minutes for trade shows/events and a shorter 30 second version for
television
• Created short videos of experiences showcasing different aspects of the
destination, smart video capsules of different Thai products like shopping, food,
Thai boxing, etc
• Create an image library of activities in Thailand highlighting the exotic locales.
The campaign has been launched on social media and will be aired on television
shortly.
Thailand TVC with Anusha Dandekar
Twist of Taste by Chef Vikas Khanna
Name of Project
Twist of Taste TV show hosted by celebrity chef Vikas Khanna
Summary
Twist of Taste season 4 travelled to Oman to showcase its rich heritage and cuisine. Vikas Khanna, a Michelin-starred chef
with restaurants in New York and Dubai, travelled to the nook and corner of Oman in search of the most authentic and mouth
watering Omani food. In his journey he met local chefs, food bloggers and local families who are passionate about maintaining
the authenticity of the cuisine and who introduced him to the secret recipes handed down from one generation to the other.
He sipped Kahwa with the locals and talked to them about Omani culture.
Dats of Execution
On Air December 2015
Objectives
To showcase Oman’s culinary highlights
Key Points of Execution
To break the myth that Oman has only shawarma and hummus to offer
and to showcase its distinct and signature dishes.
Results Measured
4 episodes on one of India’s leading lifestyle channel Fox Life.
50. atithi devo bhava
Summary of Project
Creative strategy, Production and Photoshoot, Media Buying and Print + Digital + Hoarding Campaign
Dates of Execution
April 2016 to June 2016 - 3 month campaign for re-launch of Mauritius in a new avatar
Objectives
• Elevate the brand through very contemporary artwork and copy and to associate brand Mauritius with aspiration and
high-quality holidays
• Showcase ‘More to Mauritius’ through our images capturing more than just sand, sea sun with the intention to create
freshness for the destination
• Visibility re-positioning to enhance the brand image for targeting multiple segments and broadening the destination’s
appeal
Key Points of Execution
• Used detailed survey to analyse perceptions and created new
concepts to elevate the brand Mauritius
• 7 day photo-shoot in Mauritius
• Selection of the relevant media and buying with best negotiated rates
• 3 months intensive impression based campaign focused on visibility
and brand enhancement
Results Measured
• Brilliant images with contemporary copy to bring in the desired
high-quality effect
• Coverage across 12 Indian cities for the print and hoarding campaigns
• Nationwide coverage through online achieving 16 million impressions
Mauritius 2016 Advertising Campaign
Objectives Launch the See Shop Party package for Cinnamon Hotels and Resorts
Key Points of Execution
• Hosted a Press Conference for the launch associating with leading Bollywood actress of Sri Lankan origin – Ms. Jacqueline
Fernandez Femina Miss India 2015 – Miss. Aditi Arya to launch the package
• Identified and invited media (consumer + trade) and coordinated media interviews with the spokesperson and the celebrities
• 75+ media (including print, electronic, online) attended the press conference
Dates of Execution
• February 17th 2016 - Media launch at a Press Conference followed by the announcement at the Sri Lankan National Day
Celebrations
• March 4th, 5th and 7th 2016 - SSP Roadshow held in Chennai,
Bangalore and Kolkata for travel agents
Results Measured (Preferably Quantifiable)
• Within a day 40+ coverage clips were tracked. Additional coverage
appeared across Indian cities in the following weeks - Mumbai,
Kolkata, Cochin, Chennai, Trivandrum, Madurai
• Coverage appeared on TV channels, newspapers, magazines,
regional publications as well as online travel trade publications
• Coordinated media interviews with the spokesperson and the
celebrity
Launch of See Shop Party Package
51. atithi devo bhava
Summary of project: Branding on Wedding Sutra Site to promote Destination weddings and honeymoon in Oman
Dates of Execution: May 2015 - March 2016
Objectives: Highlight Oman as the newest luxury perfect destination for Indian weddings or for a Unique Honeymoon
Experience on all WeddingSutra social media platforms.
Key Points of Execution:
1. CONTENT FEATURES ON WEDDINGSUTRA: WeddingSutra will design and publish features
around destination wedding celebrations, wedding venues and honeymoons. These monthly features will be promoted on
WeddingSutra’s Facebook page.
2. OMAN LOOKBOOK: WeddingSutra will design an ‘Oman
LookBook’, which will be featured on the WeddingSutra Editor’s Blog
and its Facebook page. The LookBook will be showcase photos from a
3 day shoot in Oman at one of its key wedding properties, which will
highlight Oman as a unique destination for Indian destination weddings
and special honeymoon experiences. Two LookBooks will be created,
each with one to-be wed couple For the shoot, Tourism Oman will
have to organize for stay, return airfare and visa for the following: Bride
and Groom-to-be (2) Photographers /Makeup Artist + Assistant (3)
WeddingSutra Representative /Stylist (2) Tourism Oman will also have
to organize airport transfers, transport in Oman and all permissions/
coordination with hotels in Oman
Destination Weddings - Oman
3. DIRECT MARKETING PROGRAM: WeddingSutra will arrange to send gift hampers to 10-12 Mumbai-based
Wedding Planners, showcasing Oman as the new luxury wedding destination.
4. BRANDING ON WEDDINGSUTRA.COM: WeddingSutra will offer dynamic banner presence on the
WeddingSutra Editor’s Blog, and on Destination Weddings and Travel channels on the WeddingSutra portal:CREATING
5. CREATING BUZZ ON FACEBOOK INSTAGRAM: WeddingSutra will feature exclusive posts on
WeddingSutra’s Facebook and Instagram page, highlighting Oman as a luxury wedding destination by featuring some of its key
properties to host a destination wedding.
Results Measured: All on the Wedding Sutra site
• Advertorials highlighting properties
• WeddingSutra on Location for deeper engagement with to-be weds
• Social media buzz around WeddingSutra on Location in Oman
• Wedding Planner Networking Event
• Masterclass
• A 5 day media burst on Instagram
• Travel page banners
• Real Destination Weddings in Oman
52. atithi devo bhava
Objectives
To highlight the adventure elements that Oman offers to entice the young and experiential travellers
Summary of Project
This was a one-of-a-kind FAM which focused solely on Adventure that BSC pioneered in the Indian market. The media were
adventure enthusiasts and bloggers who loved the activities that they never imagined Oman would offer. They penned their
experiences and created a great word-of-mouth buzz to help Oman achieve this new facet to its tourism basket.
Dates of Execution
April, 2015
Key Points of Execution
Created an itinerary for the FAM that included the best adventure
activities one can indulge in Oman and also involved the best hotels in
Oman to offer accommodation to media attending the FAM.
Results Measured
Over 7 exposure across various publications like DNA to The Outdoor
Journal.
Specialized Adventure FAM in Oman
Snapshots of the work done
60. atithi devo bhava
The one land that all desire to see and having seen once,
by even a glimpse, would not give the glimpse for all the
shows of the rest of the world combined
- Mark Twain on India
Prepared by:
