Macroview

Incredible India campaign to go vernacular, online

Jyoti Koul - New Delhi

The new leg of the Incredible India campaign will go beyond the existing source markets to concentrate traditional markets like Spain, Italy, Western Europe, Germany, France and the US.

Secretary to the ministry of tourism, A K Misra, said that it will go for vernacular advertisements in Germany, France, Italy and Spain, which is bound to impact tourist arrival figures. "China, Japan and Korea are also being tapped in a big way. We are giving major emphasis to online campaigns also," he revealed.

Basking in the glory of India 's impressive presence at the ITB Berlin, Misra said, "As far as publicity goes, we have achieved a lot. ITB provided a huge opportunity for us to showcase India. It was very well taken and the feedback we got was that this kind of high voltage publicity was never done by any other country."

When asked about the budget that was spent at the event, Misra said, "You would be surprised to know that we spent just 45 per cent of the amount spent by our predecessor country Greece, maybe because our bargaining power is so good."

Last year, the ministry of tourism launched an integrated international media campaign covering Europe, US, Canada, Australia, the Far East and Asia Pacific region to promote India.