Ministry of Tourism India Case Study

India - hero

Ministry of Tourism India

Highlighting the huge variety of tourism offerings available to a global audience

Sector

Travel

Objectives

New consumers | Brand awareness

Challenge

Building on the brand that Ministry of Tourism India has been developing for several years, they wanted to use CNNIC’s expertise and CNN's reach to promote the concept of India globally. Their intent was to position India as a one-stop, safe tourist destination, highlighting the variety of tourism offerings available. 

Solution

Leveraging CNNIC’s multiplatform expertise, content was created across digital, social and television. Across editorial and commercial content, each piece was designed to complement the other and show India’s diversity as a tourist destination.

15 reasons why India is incredible website homepage

Results

This campaign had a great impact on the goal of ‘new consumers’ as research following the campaign indicated that over 90% of those who had seen an India advert on CNN previously, agreed that they wanted to find out more and were likely to consider visiting India in the future. 

press articles
56 articles  

coverage in 12 countries

growth chart
7.8 million  

Incredible India site visits

film strip
391 thousand  

social page views

The Victory Tower

Services this project covered

Online

An interactive editorial page on CNN Travel, Find Your Perfect India, helped users decide what type of holiday and experiences they would want in India. 

Create produced an immersive branded content site - 15 Reasons Why India Is Incredible. A series of photographic essays covered themes including luxury, adventure, food, culture and wildlife. Online banners on CNN.com increased visibility and also drove users to the Incredible India YouTube channel where the four TV commercials were also hosted.

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