‘Incredible India’ is home to a few of the most amazing examples of branding and advocacy that has modified the face of tourism within the country. Did you realize that nearly every state has some form of tourism tagline? Not each is as successful as the next after all, nevertheless it’s definitely a step in the proper direction.
Kerala – God’s Own Country
One of best campaigns to propagate a destination’s tourism, Kerala was dubbed ‘God’s Own Country’. Playing on the natural great thing about the backwaters, hill stations and beaches of the state, the campaign painted an image of tropical paradise. It worked like a charm, attracting people from all around the world and country. It helped that Kerala was already quite a tourist hotspot, however the branding campaign truly put it on the world tourist map. Positioning the state as god’s own abode stressed on an escape into the bounty of nature itself. This is something that individuals living in cramped, urban spaces within the country or those abroad striving in grey, bleak weather would like to experience.
Madhya Pradesh – The Heart of Incredible India
Madhya Pradesh, quite literally named the ‘state in the center’ has used its geographical position to spice up its tourism, branding itself because the ‘heart of India’. The public advocacy campaign to offer an impetus to MP tourism has been quite well-received. From exquisitely produced commercials and videos to catchy tunes, the usually over-looked state has created a distinct segment for itself within the minds of Indian tourists. By playing on its established strengths similar to the Bhandavgarh and Kanha National Parks and the famous Khajuraho Temple, it has fostered the need to really explore the treasures of the state.
Gujarat – Khushbu Gujarat Ki/ Breathe in a Bit of Gujarat
Gujarat tourism has been occurring in full swing because the past few years, even roping within the celebrity of Amitabh Bachchan to sell all its wonderful travel attributes. From the ruins of Lothal to the Gir National Park, the campaign employed quite a lot of mediums including print, outdoor and radio. The idea behind the campaign is to entice tourists to go to the assorted fascinating places within the state. Taken up on such a big scale, it even sparked a study by IIM-A, the leading business school within the country. The idea is to create a way of wanderlust and wonder about Gujarat, to soak up the various sights and experiences the place has to supply, to breathe in a little bit of its scent, because the tagline aptly puts it. Negating the hearth of communalism, it has elevated the state to its former glory, painting an image of natural, cultural and historic wealth.
As you may see, through public advocacy and strategic re-branding, these states have truly transformed tourists’ perceptions. Creating a positive image and increasing awareness about attractions has had an infinite impact on tourism, and by extension the revenue it generates.
