Case Studies in Marketing

11

Incredible IndiaBuilding a Country as a Tourism Brand^∗

BACKGROUND

Nation branding is an important and vital concept in today’s era of global village. Countries compete with each other to attract the attention, respect and trust of tourists, investors, donors, business delegates, media, and the governments of other nations. Prior to 2002, the promotion of India as a brand used to be managed in a fragmented manner by various forums and delegates at Indian tourist offices located globally. The campaigns lacked consistency, and required a single, unified strategy to promote India as a brand. Against this backdrop, the Tourism Department of India engaged different agencies to create an international campaign. For the print campaign Ogilvy & Mather ...