Govt's 'Find the Incredible You' campaign wins global award

The "Find the Incredible You" campaign of the Tourism Ministry, which focuses on promotion of niche tourism products of the country, has won the Pacific Asia Travel Association (PATA) Gold Award, 2019.

This year's awards attracted 198 entries from 78 organisations and individuals worldwide, the ministry said in a statement.

The campaign won the award under the "Marketing - Primary Government Destination" category.

The Ministry of Tourism, as part of its promotional initiatives annually releases Global Media Campaigns under the 'Incredible India' brand-line in the television, print, digital and social media platforms, in key and potential source markets overseas.

To take the campaigns to the next level, the 'Incredible India 2.0' campaign was launched in September 2017, which marks a shift from generic promotions undertaken across the world to market specific promotional plans and content creation.

As part of the 2.0 campaign, five new television commercials were produced by the ministry, which were aired globally on television and social media.

These are - Yoga - "The Yogi of the Racetrack", Wellness - "The Reincarnation of Mr. and Mrs. Jones", Luxury - "The Maharani of Manhattan", Cuisine - "The Masala MasterChef" and Wildlife - "The Sanctuary in Paris".

"The campaign strategy was to shift the focus from the external experience of tourist destinations to the internal experience of travellers themselves. This series of transformative experiences was brought alive through unique storytelling in the format of autobiographies of travellers, with the tagline "Find the Incredible You", the statement said.

These series of films have received a very good response and have registered over 153 million views on social media. They were earlier awarded the first prize in the category of TV Cinema Spot at the International Golden City Gate Tourism Awards at Berlin in March 2019.

PATA Gold Awards are given to tourism industry organizations and individuals making outstanding contribution towards the successful promotion of the travel industry throughout the Asia Pacific Region.

The winners of the awards set industry standards for excellence and innovation and serve as examples for others to follow.