ANALYSIS OF ADVERTISING CAMPAIGN: References: · Masdia Masri(2009) : “Job Satifaction and Turnover intention among the killed Personnel WITH SPECIAL REFERENCE TO INCREDIBLE in Triple Berhad” · Ms. Gurpreet Randhawa: “Relationship between Job Satisfaction and Turnover r Umesh Kumar · Dong Liu et.: “Job Satisfaction Growth and Voluntary Turnover : A Dynamic Multilevel Investigation”. Abstract The tourism industry must use advertising as the primary tool for its professional gain. · Naziam Ali: Factors Affecting Overall Job Satisfaction and Turnover Intention. The successful promotion of tourism in each country is based on cultural values, and the · Judge, T.A, &Watanabe, S.(1993): “Another look at the job life satisfaction relationship. professionals understanding of advertising and its values. Professional advertising can Journal of applied Psychology, 78 , 939-948.” be seen as a winning tool for the economic development both inside and outside of the · Miceli , M.P,&Lane, M.C.(1991) “Antecedents of pay satisfaction:Areview and extension.” given country. Objective of this study is to evaluate the tourism advertising campaign of · and find out the tourism advertising campaigns organized worldwide. In K. Rowland & G.R. Ferris: “ Research in personnel and human resources management This research is based on descriptive research design. For the research, universe of the (Vol.9,235-309).” study was worldwide tourism advertising campaign organized by various countries time · Trempe, J., Rigny, A. J., &Haccoun, R.R(1985) : “Subordinate satisfaction with male and to time. A sample of seven campaigns has been selected on the basis of simple random female managers: Role of perceived supervisory influence. Journal of applied Psycholgy, 70, sample. For simple random sample, first of all a list of tourism advertising campaign 44-47.” prepared and after that random number was generated by computer. Researcher find · Locke, E.A & Schweigr, D.M(1979) : “Participation in decision making: One more look. In out that investment in tourism advertising campaign give good return in employability B.M . Staw & L.L Cummings(Eds.), Research in organisational behaviour (Vol. 1,pp. 265- and Gross National product. 339).” · Curry, J.P., Wakefield, D.S, Price, J.L & Mueller, C.W.(1986).On the casual ordering of job Keywords: Advertising Campaign, Tourism,Incredible India. satisfaction and organisational commitment. Academy of Management Journal,29, 847-858 Sundstrom, E .(1986),Work places. NewYork:Cambridge University Press · Near, J. P., Smith, C. A., Rice, R. W.,& Hunt, R. G.(1984): “ A comparison of work and non Introduction: Inappropriate, insufficient, inadequate work predictors of life satisfaction.Academy of management journal, 27, 33-42.” There are various ways to increase the advertising can be waste of money and · Fricko, M. A. M. & Beehr, T. A (1992): “ A longitudinal investigation of interest congruence market in the tourism industry. The use of a energy. The advertiser is required to identify and gender concentration as predictors of job satisfaction. Personal Psychology, 45, 99-117.” brand name in getting the public attention the target audience and tourism which will · Judge, T.A, &Watanabe, S.(1993).: “ Another look at the job life satisfaction relationship. increase tourism, investments and other Journal of applied Psychology, 78 , 939-948.” works well or method of regional cooperation in tourism, however, the use of advertising as positive behaviour dependent on the volume the primary means of success requires a of the advertising aimed to attract the tourists. careful analysis of the tools in the fields of In print, television and radio stations, each scientific, social and economic behaviour. stage has a specific affect on tourism industry. Advertising is defined as the activity or Each country's tourism industry can generally profession of producing advertisements for be measured by its ability and plan and after commercial products or services. The tourism reviewing the country's interest and need for industry must use advertising as the primary the industry; then strategies can be planned tool for its professional gain. The successful and improve the development of the industry. promotion of tourism in each country is based India is famous for its culture, on cultural values, and the professionals tradition and rituals. The country where qqqqq understanding of advertising and its values. “atithi Devo Bhava” (Guest is God) has Professional advertising can be seen as a remain a tradition for millions of years, where winning tool for the economic development guest is treated as god. The tagline of both inside and outside of the given country. incredible India advertising campaign was

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July - September 2017 July - September 2017 3732 33 alsoAtithi Devo Bhava. India has a history of conducted to measure push and pull factors numerous foreign travellers and writers who and to develop the advertisements. The main various reports and tourism ministry aged 25 to 34.” The 2003-04 campaign went visited the country and loved it. Their study was a single factor design and by means websites. on to win many prestigious awards, including accounts and memoirs are filled with lively of a questionnaire showing two types of Data Analysis Gold at PATAand the BombayAd Club. and beautiful description of its people and advertisements it measured the effect of Analysis of Incredible India Tourism In March 2007, the global brand land. From Megesthenes to Fa–Hien and tourist motivation (push vs. pull) on Advertising Campaign campaign, an evolution of the 'Incredible' Hiun-Tsang, from Ibne Batuta to Vasco de advertising involvement, intention to visit the The first marketing initiative of its theme, which was unprecedented in terms of Gama and Thomas Roe the list is long, India website and intention to visit Canada, when kind, Incredible India was conceptualized in quality and scale was extended to the welcomed all. controlling for culture. Results showed that 2002 by Creative Director, O&M Delhi V. Internationale Tourismus Bourse (ITB) Objectives of the Study no effects for tourist motivation but did reveal Sunil and Joint Secretary, Ministry of Berlin – the world's largest travel and tourism 1. To study the tourism advertising the importance of culture in determining Tourism Amitabh Kant. The primary show – where India was participating as the campaign of Incredible India. differences. objective of this branding exercise was to Partner Country. The entire project was 2. To find out the tourism advertising For the intention to visit Canada, there create a distinctive identity for the country. directed by V. Sunil and Amitabh Kant, with campaigns organized worldwide. was a significant effect for culture, with This resulted in the iconic ”Incredible !ndia” support from tourism ministries across the 3. To analyse the aim of tourism Germans having a higher intention to visit logo, where the exclamation mark that world. advertising campaign and their Canada than Australians. Hassan salehi and formed the “I” of India was used to great The campaign used the entire city as a effects. Morteza Farahbakhsh conducted a research effect across all communications. The canvas- covering it with large billboards, Hypothesis of the Study on tourism advertising in 2014 entitled campaign successfully established India as a branding on taxis and buses, vibrant graphic 1. Investment on tourism advertising TOURISMADVERTISEMENT high-end tourist destination, generating a art and 3D installations. Signalling a new campaign is lower than other MANAGEMENTANDEFFECTIVE 16% increase in tourist traffic in the first year. level of sophistication in India's branding campaign. TOOLS IN TOURISM INDUSTRY. The In the second year, the Incredible India strategy, the ITB campaign overwhelmed the 2. Tourism advertising campaign plays a finding of this research was the method and campaign focused on spiritual tourism, international media and trade. India Now was favourable result in tourism industry. language of the advertisement is one of the resulting in a 28.8% increase in tourist traffic a three-month long campaign designed to Significance of the Study most basic decisions. In addition, should and a number one ranking in the Travel and showcase India's accelerating economy and In present era advertising is an logically be printed and or spoken the native Leisure readers' survey. In 2003, Condé Nast ever-evolving culture. It was organized from effective tool for the promotion of nay language of that country. Additionally, an Traveller selected India as one of the top ten July to September 2007 in London and business. Tourism services can be promoted advantage which could be of importance, is to preferred destinations for the discerning featured events, activities and festivals across by the advertisements. Analysing the consider the use of the internationally traveller. “India's results are very exciting and the capital dedicated to Indian art, film, food, selected advertisement “Incredible India” for accepted language (i.e. English) when show the country's increasing popularity theatre, music and fashion. As part of the the tourism promotion, present study advertising as this may increase the number amongst sophisticated travellers. It also campaign, buses and taxis plying along the signifies that, how the advertising campaign of interested customers. reflects very positively on the individuals main routes in London wore vibrant for tourism promotion may helpful and the Research Methodology involved in promoting India as a premium Incredible India colours and messages. Outdoor panels in 150 bus shelters featured study will, reveal that what measures should This research is based on descriptive tourist destination. In January 2004, Lonely images of India that corresponded to the be taken to promote the tourism services in research design. For the research, universe of Planet conducted a survey in 134 countries to names of famous London Underground future. the study was worldwide tourism advertising select the world's favourite destination for stations, creating a dramatic and amusing Literature Review campaign organized by time to time. A individual travellers. India was ranked contrast.An estimated one million Londoners G.H.F. Horenberg conducted a study sample of seven campaigns has been selected among the top five favourite international and visitors to London participated in these on tourism advertising campaign entitled on the basis of simple random sample. For destinations in the global survey (the other events. There was also a 16% jump in TOURISM ADVERTISING COMPARING simple random sample, first of all a list of four were Thailand, , and New inbound tourism from the UK. THEEFFECTSOFPUSH&PULL tourism advertising campaign prepared and Zealand). According to Lonely Planet, “the This special campaign was designed FACTORS IN ADVERTISING: A CROSS- after that random number was generated by respondent for the survey was today's to attract a global film crowd at the CULTURAL PERSPECTIVE. For this computer. In this research only secondary independent traveller, professional, with a International Film Festival at Cannes. Large research two preliminary studies were data has been used. Data is collected from degree or post-graduate qualification who is

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July - September 2017 July - September 2017 3734 35 alsoAtithi Devo Bhava. India has a history of conducted to measure push and pull factors numerous foreign travellers and writers who and to develop the advertisements. The main various reports and tourism ministry aged 25 to 34.” The 2003-04 campaign went visited the country and loved it. Their study was a single factor design and by means websites. on to win many prestigious awards, including accounts and memoirs are filled with lively of a questionnaire showing two types of Data Analysis Gold at PATAand the BombayAd Club. and beautiful description of its people and advertisements it measured the effect of Analysis of Incredible India Tourism In March 2007, the global brand land. From Megesthenes to Fa–Hien and tourist motivation (push vs. pull) on Advertising Campaign campaign, an evolution of the 'Incredible' Hiun-Tsang, from Ibne Batuta to Vasco de advertising involvement, intention to visit the The first marketing initiative of its theme, which was unprecedented in terms of Gama and Thomas Roe the list is long, India website and intention to visit Canada, when kind, Incredible India was conceptualized in quality and scale was extended to the welcomed all. controlling for culture. Results showed that 2002 by Creative Director, O&M Delhi V. Internationale Tourismus Bourse (ITB) Objectives of the Study no effects for tourist motivation but did reveal Sunil and Joint Secretary, Ministry of Berlin – the world's largest travel and tourism 1. To study the tourism advertising the importance of culture in determining Tourism Amitabh Kant. The primary show – where India was participating as the campaign of Incredible India. differences. objective of this branding exercise was to Partner Country. The entire project was 2. To find out the tourism advertising For the intention to visit Canada, there create a distinctive identity for the country. directed by V. Sunil and Amitabh Kant, with campaigns organized worldwide. was a significant effect for culture, with This resulted in the iconic ”Incredible !ndia” support from tourism ministries across the 3. To analyse the aim of tourism Germans having a higher intention to visit logo, where the exclamation mark that world. advertising campaign and their Canada than Australians. Hassan salehi and formed the “I” of India was used to great The campaign used the entire city as a effects. Morteza Farahbakhsh conducted a research effect across all communications. The canvas- covering it with large billboards, Hypothesis of the Study on tourism advertising in 2014 entitled campaign successfully established India as a branding on taxis and buses, vibrant graphic 1. Investment on tourism advertising TOURISMADVERTISEMENT high-end tourist destination, generating a art and 3D installations. Signalling a new campaign is lower than other MANAGEMENTANDEFFECTIVE 16% increase in tourist traffic in the first year. level of sophistication in India's branding campaign. TOOLS IN TOURISM INDUSTRY. The In the second year, the Incredible India strategy, the ITB campaign overwhelmed the 2. Tourism advertising campaign plays a finding of this research was the method and campaign focused on spiritual tourism, international media and trade. India Now was favourable result in tourism industry. language of the advertisement is one of the resulting in a 28.8% increase in tourist traffic a three-month long campaign designed to Significance of the Study most basic decisions. In addition, should and a number one ranking in the Travel and showcase India's accelerating economy and In present era advertising is an logically be printed and or spoken the native Leisure readers' survey. In 2003, Condé Nast ever-evolving culture. It was organized from effective tool for the promotion of nay language of that country. Additionally, an Traveller selected India as one of the top ten July to September 2007 in London and business. Tourism services can be promoted advantage which could be of importance, is to preferred destinations for the discerning featured events, activities and festivals across by the advertisements. Analysing the consider the use of the internationally traveller. “India's results are very exciting and the capital dedicated to Indian art, film, food, selected advertisement “Incredible India” for accepted language (i.e. English) when show the country's increasing popularity theatre, music and fashion. As part of the the tourism promotion, present study advertising as this may increase the number amongst sophisticated travellers. It also campaign, buses and taxis plying along the signifies that, how the advertising campaign of interested customers. reflects very positively on the individuals main routes in London wore vibrant for tourism promotion may helpful and the Research Methodology involved in promoting India as a premium Incredible India colours and messages. Outdoor panels in 150 bus shelters featured study will, reveal that what measures should This research is based on descriptive tourist destination. In January 2004, Lonely images of India that corresponded to the be taken to promote the tourism services in research design. For the research, universe of Planet conducted a survey in 134 countries to names of famous London Underground future. the study was worldwide tourism advertising select the world's favourite destination for stations, creating a dramatic and amusing Literature Review campaign organized by time to time. A individual travellers. India was ranked contrast.An estimated one million Londoners G.H.F. Horenberg conducted a study sample of seven campaigns has been selected among the top five favourite international and visitors to London participated in these on tourism advertising campaign entitled on the basis of simple random sample. For destinations in the global survey (the other events. There was also a 16% jump in TOURISM ADVERTISING COMPARING simple random sample, first of all a list of four were Thailand, Italy, Australia and New inbound tourism from the UK. THEEFFECTSOFPUSH&PULL tourism advertising campaign prepared and Zealand). According to Lonely Planet, “the This special campaign was designed FACTORS IN ADVERTISING: A CROSS- after that random number was generated by respondent for the survey was today's to attract a global film crowd at the CULTURAL PERSPECTIVE. For this computer. In this research only secondary independent traveller, professional, with a International Film Festival at Cannes. Large research two preliminary studies were data has been used. Data is collected from degree or post-graduate qualification who is

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July - September 2017 July - September 2017 3734 35 outdoor posters showed off India's diverse set up home, take roots in India. These are the and picturesque locales - from the golden people who've truly embraced the culture and Tourism Ireland organized a tourism beaches of Kerala to the Tiger reserves of assimilated it into their being. As opposed to advertisement campaign with the tagline Madhya Pradesh - with cinematographic- those who've simply being 'bitten by the India 'Escape the Madness.' Advertising budget of themed headlines such as 'Location for Hire' bug'. Staying back is prompted by a decision this advertising campaign was €500,000. in French. The year 2007 not only marked the that will change their lives forever. It is not a The scheme publicises Ireland as the place to 60th year of independence for India but also mere whim or adventure. It is the get away from it all with more than 200 large celebrated the arrival of India on the global commitment of a lifetime. There are several advertisements shown at different Tube platform. The Incredible India@60 campaign people like this in India and we went through stations, targeting commuters during rush was launched in New York from 23rd-26th a careful process to select the ones who we hour and highlighting Ireland's open spaces September 2007 to coincide with the UN felt could be ambassadors to our culture. The and lack of congestion. Further campaign General Assembly session. The combination creative idea employed a simple device that support comes from Tourism Ireland's social of the four-day event and the General stated their country of birth, followed by text media channels. The latest phase has seen Assembly created the perfect opportunity to that said 'Motherland India'. Tourism Ireland create a short film featuring a cameo appearance and voice-over by Chris showcase the best of India to world leaders, Impact of Incredible Tourism (special purpose vehicle) will be set up in top international business moguls and the O'Dowd, star of The IT Crowd and Advertising Campaign partnership with the states," Incredible India Bridesmaids, encouraging visitors to Ireland. public. Incredible India@60 took India's According to spending data released is a flagship programme of the Tourism extraordinary energy and cultural diversity to th The target audience of this tourism by Visa Asia Pacific on 4 March 2006, India Ministry aimed at boosting tourism in the advertising campaign was primarily those the watching world. Billboards at Times has emerged as the fastest-growing market in country. Foreign Tourist Arrivals (FTAs) Square, taxis, buses, bus shelters, TV and living in London, but also appeals to those the Asia-Pacific in terms of international during December 2016 were 10.37 lakh as visiting London for the games. radio announced the arrival of a brand new tourist spending. The data revealed that compared to 9.13 lakh during December India. With eight ministries, eight overseas VISIT - France, come and play international tourists spent US$372 million in 2015. The US accounted for the highest share Tourism France organized a partners and 41 events – including four gala India in the fourth quarter of tourists arrivals, followed by Bangladesh dinners, 13 conferences and panel advertising campaign named France, come (October–December) of 2005, 25% more and the UK the last month. The growth in and play. Budget for this advertising discussions, nine cultural shows, seven than in the fourth quarter of 2004. , overseas tourist arrivals in 2016 stood at 10.7 receptions and eight ongoing events – it was a campaign was £600,000, part of a larger 10 which came second in the region, was per cent with a total of 88.90 lakh as year budget. The “France, come and play” grand show that maximized India's presence successful in making international tourists compared to 80.27 lakh in 2015. and visibility to the world. campaign is encouraging those living and fork out US$784 million in Q4 2005, a visiting London for the Olympics to cross the In 2008, The Colours of India growth of 23% over its Q4 2004 figures. The campaign emphasized India's diverse cultural Analysis of world tourism channel to France. It comes as part of the ten- tourist spending figures for India would have advertising campaign year multi-million euro “Destination France” spectrum. Featuring breathtaking images and pleased the Indian tourism ministry, which colour-based headlines such as Coffee Brown TOURISM IRELAND - Escape the campaign, celebrating France as a top travel had been targeting the high-end market Madness destination. The “France, come and play” and Red Hot, the campaign was launched through its long-running 'Incredible India' globally in 71 leading newspapers and campaign has been promoted through all communication campaign. social media channels and has been given its magazines. Using traditional and interactive Incredible India Tourism media - print, outdoor and the internet - India own website, www.gotofrancenow.com. The was positioned as a unique and vibrant Advertising Campaign 2.0 project also employs 23 different campaign destination for tourists. The India Tourism The Tourism department of India images, each of which is paired with an 2008 campaign was based on the experiences would launch Incredible India 2.0 Campaign Olympics-themed slogan. These ads have of those who came to visit India as tourists across the world, besides setting up five been placed in key hot spots across the city as and stayed back to make India their home. It special tourism zones in the country. well as on the tube, trains and buses – takes a special bond with the country and its "Tourism is a big employment generator and appealing to the commuter who might want to people to give up everything you know and has a multiplier impact on the economy. Five escape busy London. However, the campaign special tourism zones anchored on SPV ®…“€b˜™…… ®…“®……∆∫……

July - September 2017 July - September 2017 3736 37 outdoor posters showed off India's diverse set up home, take roots in India. These are the and picturesque locales - from the golden people who've truly embraced the culture and Tourism Ireland organized a tourism beaches of Kerala to the Tiger reserves of assimilated it into their being. As opposed to advertisement campaign with the tagline Madhya Pradesh - with cinematographic- those who've simply being 'bitten by the India 'Escape the Madness.' Advertising budget of themed headlines such as 'Location for Hire' bug'. Staying back is prompted by a decision this advertising campaign was €500,000. in French. The year 2007 not only marked the that will change their lives forever. It is not a The scheme publicises Ireland as the place to 60th year of independence for India but also mere whim or adventure. It is the get away from it all with more than 200 large celebrated the arrival of India on the global commitment of a lifetime. There are several advertisements shown at different Tube platform. The Incredible India@60 campaign people like this in India and we went through stations, targeting commuters during rush was launched in New York from 23rd-26th a careful process to select the ones who we hour and highlighting Ireland's open spaces September 2007 to coincide with the UN felt could be ambassadors to our culture. The and lack of congestion. Further campaign General Assembly session. The combination creative idea employed a simple device that support comes from Tourism Ireland's social of the four-day event and the General stated their country of birth, followed by text media channels. The latest phase has seen Assembly created the perfect opportunity to that said 'Motherland India'. Tourism Ireland create a short film featuring a cameo appearance and voice-over by Chris showcase the best of India to world leaders, Impact of Incredible Tourism (special purpose vehicle) will be set up in top international business moguls and the O'Dowd, star of The IT Crowd and Advertising Campaign partnership with the states," Incredible India Bridesmaids, encouraging visitors to Ireland. public. Incredible India@60 took India's According to spending data released is a flagship programme of the Tourism extraordinary energy and cultural diversity to th The target audience of this tourism by Visa Asia Pacific on 4 March 2006, India Ministry aimed at boosting tourism in the advertising campaign was primarily those the watching world. Billboards at Times has emerged as the fastest-growing market in country. Foreign Tourist Arrivals (FTAs) Square, taxis, buses, bus shelters, TV and living in London, but also appeals to those the Asia-Pacific in terms of international during December 2016 were 10.37 lakh as visiting London for the games. radio announced the arrival of a brand new tourist spending. The data revealed that compared to 9.13 lakh during December India. With eight ministries, eight overseas VISIT FRANCE - France, come and play international tourists spent US$372 million in 2015. The US accounted for the highest share Tourism France organized a partners and 41 events – including four gala India in the fourth quarter of tourists arrivals, followed by Bangladesh dinners, 13 conferences and panel advertising campaign named France, come (October–December) of 2005, 25% more and the UK the last month. The growth in and play. Budget for this advertising discussions, nine cultural shows, seven than in the fourth quarter of 2004. China, overseas tourist arrivals in 2016 stood at 10.7 receptions and eight ongoing events – it was a campaign was £600,000, part of a larger 10 which came second in the region, was per cent with a total of 88.90 lakh as year budget. The “France, come and play” grand show that maximized India's presence successful in making international tourists compared to 80.27 lakh in 2015. and visibility to the world. campaign is encouraging those living and fork out US$784 million in Q4 2005, a visiting London for the Olympics to cross the In 2008, The Colours of India growth of 23% over its Q4 2004 figures. The campaign emphasized India's diverse cultural Analysis of world tourism channel to France. It comes as part of the ten- tourist spending figures for India would have advertising campaign year multi-million euro “Destination France” spectrum. Featuring breathtaking images and pleased the Indian tourism ministry, which colour-based headlines such as Coffee Brown TOURISM IRELAND - Escape the campaign, celebrating France as a top travel had been targeting the high-end market Madness destination. The “France, come and play” and Red Hot, the campaign was launched through its long-running 'Incredible India' globally in 71 leading newspapers and campaign has been promoted through all communication campaign. social media channels and has been given its magazines. Using traditional and interactive Incredible India Tourism media - print, outdoor and the internet - India own website, www.gotofrancenow.com. The was positioned as a unique and vibrant Advertising Campaign 2.0 project also employs 23 different campaign destination for tourists. The India Tourism The Tourism department of India images, each of which is paired with an 2008 campaign was based on the experiences would launch Incredible India 2.0 Campaign Olympics-themed slogan. These ads have of those who came to visit India as tourists across the world, besides setting up five been placed in key hot spots across the city as and stayed back to make India their home. It special tourism zones in the country. well as on the tube, trains and buses – takes a special bond with the country and its "Tourism is a big employment generator and appealing to the commuter who might want to people to give up everything you know and has a multiplier impact on the economy. Five escape busy London. However, the campaign special tourism zones anchored on SPV ®…“€b˜™…… ®…“®……∆∫……

July - September 2017 July - September 2017 3736 37 came under criticism lately after it was found presence through country's specific that images used in the promotional shots Facebook and Twitter pages showcasing campaign also ran in the UK. Additionally, focus on both the domestic and international were of non-French beaches, including ones targeted promotions. There is also a newly re- the campaign ran on social media and video- traveller, and convey the message that in South Africa and Florida. Target Audience launched website DiscoverAmerica.com sharing sites, search engines and micro blogs Australia is a must-see destination with some of this tourism advertising campaign was acting as visitors' information portal for trip as well as travel, lifestyle, news and culinary of the best tourism experiences. The 'There's International tourists travelling to England planning. Target Audience for this websites. The “Laying the Foundations” nothing like Australia' campaign launched for the Olympics and Londoners wishing to advertising campaign was Global. Following campaign ran in Brazil and India, laying the with a $4 million commercial featured in escape the congestion and stress of Olympic a three tier model the first wave of foreign grounds for tourist growth and securing broadcast, cinema and digital. The creative London. advertising launched on 1 May in the United partnerships to advance Canada's brand employs a unique soundtrack which was Brand USA - Discover America 'Land of Kingdom, Japan and Canada with a budget of awareness. Target Audience for this tested both pre and post-exposure to ensure it Dreams' $12.3 million. A second wave will follow in campaign was also Global community. was a good fit for the 16 experiences shown in Brazil and South Korea and the third in Majority of investment was spent in the the TVC. A new interactive tablet app was China, Mexico and the remaining EU states. Locals Know campaign, generating over released as well as new print and digital Over the long term US Travel Association $150 million in federal tax revenue. The US executions, including interactive and rich expects to achieve a 20:1 return in visitor campaigns generated nearly $82 million. It is media digital advertising banners. Multi- spending for every dollar spent on expected that by 2013 China will be Canada's platform social media campaigns, including advertising. third-largest overseas market for travellers, online video content and short films, were CANADIAN TOURISM COMMISSION: generating an additional $300 million a year used to reach wider audiences and new Canada Keep on Exploring in tourism revenues by 2015. destination content for australia.com, the Canadian tourism commission started TOURISM AUSTRALIA - 'There's website at the heart of the campaign, was a tourism advertising campaign 'Canada Nothing LikeAustralia' revealed. Tourism Australia also partnered Keep on Exploring' with aim to explore the 'There is Nothing Like Australia' with luxury hotels website Mr&Mrs Smith tourism sector in Canada. For this campaign, tourism advertising campaign was executed and TripAdvisor to help tourists plan trips. The Canadian Tourism Commission was by tourism department of Australia. The Since its May 2012 launch the campaign has United State of America organized a entrusted with a $48million investment from Budget for this campaign was AUS$250 appeared in 25 countries and has been tourism advertising campaign named Canada's Economic Action Plan organisation million. A campaign designed to be long- translated into 17 languages. TargetAudience 'Discover America Land of Dreams' in 2012. to spend over three years of campaign lasting and flexible, and one that could evolve for this campaign was Global tourist. The The first ever fully integrated global BRAND activity. The aim of this tourism advertising to stay relevant for target consumers in a campaign was designed for a broad target USA Budget was $200 million marketing campaign was to engage in an advertising highly competitive and fast-changing global audience focusing predominantly on leisure campaign for the USA with the purpose of programme within Canada and undertake tourism environment. The objective was to travellers who are highly predisposed to visit encouraging travellers from all over the new activities in the priority international Australia. world to visit. The aim of Brand USA markets of the US, China, India and Brazil. Findings & Conclusion advertising campaign was to create millions The 2009-10 'Locals Know' campaign urged 1. In tourism advertising campaign, Planner in spending and tens of thousands of new jobs Canadians to travel within Canada and use multimedia means to communicate for Americans in the tourism sector. The the targeted audience. “explore the Canada they didn't know”. There 2. Most of the tourism advertising campaign was created in partnership with were also a series of US summer campaigns, JWT communications agency. This campaigns are global. marketing in American's key cities such as 3. In tourism advertising campaign, not only advertising campaign was Launched in New York and Chicago. The 'Say Hello to but also hotels and other March 2012 and promoted using a mix of 60, Canada' campaign was launched at the tourism participating agencies gives 20 and 15 second worldwide television official opening of the Canadian Tourism support. adverts which feature Rosanne Cash, Commission's marketing centre in the heart 4. Tourism advertising campaign make daughter of Johnny Cash. The campaign also of Beijing, running in leading newspapers good return in employability and GDP. includes digital, mobile, billboard and print and travel and lifestyle magazines such as advertising along with a strong online Shanghai Weekly. A £3 million branch of the ®…“€b˜™…… ®…“®……∆∫……

July - September 2017 July - September 2017 3738 39 came under criticism lately after it was found presence through country's specific that images used in the promotional shots Facebook and Twitter pages showcasing campaign also ran in the UK. Additionally, focus on both the domestic and international were of non-French beaches, including ones targeted promotions. There is also a newly re- the campaign ran on social media and video- traveller, and convey the message that in South Africa and Florida. Target Audience launched website DiscoverAmerica.com sharing sites, search engines and micro blogs Australia is a must-see destination with some of this tourism advertising campaign was acting as visitors' information portal for trip as well as travel, lifestyle, news and culinary of the best tourism experiences. The 'There's International tourists travelling to England planning. Target Audience for this websites. The “Laying the Foundations” nothing like Australia' campaign launched for the Olympics and Londoners wishing to advertising campaign was Global. Following campaign ran in Brazil and India, laying the with a $4 million commercial featured in escape the congestion and stress of Olympic a three tier model the first wave of foreign grounds for tourist growth and securing broadcast, cinema and digital. The creative London. advertising launched on 1 May in the United partnerships to advance Canada's brand employs a unique soundtrack which was Brand USA - Discover America 'Land of Kingdom, Japan and Canada with a budget of awareness. Target Audience for this tested both pre and post-exposure to ensure it Dreams' $12.3 million. A second wave will follow in campaign was also Global community. was a good fit for the 16 experiences shown in Brazil and South Korea and the third in Majority of investment was spent in the the TVC. A new interactive tablet app was China, Mexico and the remaining EU states. Locals Know campaign, generating over released as well as new print and digital Over the long term US Travel Association $150 million in federal tax revenue. The US executions, including interactive and rich expects to achieve a 20:1 return in visitor campaigns generated nearly $82 million. It is media digital advertising banners. Multi- spending for every dollar spent on expected that by 2013 China will be Canada's platform social media campaigns, including advertising. third-largest overseas market for travellers, online video content and short films, were CANADIAN TOURISM COMMISSION: generating an additional $300 million a year used to reach wider audiences and new Canada Keep on Exploring in tourism revenues by 2015. destination content for australia.com, the Canadian tourism commission started TOURISM AUSTRALIA - 'There's website at the heart of the campaign, was a tourism advertising campaign 'Canada Nothing LikeAustralia' revealed. Tourism Australia also partnered Keep on Exploring' with aim to explore the 'There is Nothing Like Australia' with luxury hotels website Mr&Mrs Smith tourism sector in Canada. For this campaign, tourism advertising campaign was executed and TripAdvisor to help tourists plan trips. The Canadian Tourism Commission was by tourism department of Australia. The Since its May 2012 launch the campaign has United State of America organized a entrusted with a $48million investment from Budget for this campaign was AUS$250 appeared in 25 countries and has been tourism advertising campaign named Canada's Economic Action Plan organisation million. A campaign designed to be long- translated into 17 languages. TargetAudience 'Discover America Land of Dreams' in 2012. to spend over three years of campaign lasting and flexible, and one that could evolve for this campaign was Global tourist. The The first ever fully integrated global BRAND activity. The aim of this tourism advertising to stay relevant for target consumers in a campaign was designed for a broad target USA Budget was $200 million marketing campaign was to engage in an advertising highly competitive and fast-changing global audience focusing predominantly on leisure campaign for the USA with the purpose of programme within Canada and undertake tourism environment. The objective was to travellers who are highly predisposed to visit encouraging travellers from all over the new activities in the priority international Australia. world to visit. The aim of Brand USA markets of the US, China, India and Brazil. Findings & Conclusion advertising campaign was to create millions The 2009-10 'Locals Know' campaign urged 1. In tourism advertising campaign, Planner in spending and tens of thousands of new jobs Canadians to travel within Canada and use multimedia means to communicate for Americans in the tourism sector. The the targeted audience. “explore the Canada they didn't know”. There 2. Most of the tourism advertising campaign was created in partnership with were also a series of US summer campaigns, JWT communications agency. This campaigns are global. marketing in American's key cities such as 3. In tourism advertising campaign, not only advertising campaign was Launched in New York and Chicago. The 'Say Hello to government but also hotels and other March 2012 and promoted using a mix of 60, Canada' campaign was launched at the tourism participating agencies gives 20 and 15 second worldwide television official opening of the Canadian Tourism support. adverts which feature Rosanne Cash, Commission's marketing centre in the heart 4. Tourism advertising campaign make daughter of Johnny Cash. The campaign also of Beijing, running in leading newspapers good return in employability and GDP. includes digital, mobile, billboard and print and travel and lifestyle magazines such as advertising along with a strong online Shanghai Weekly. A £3 million branch of the ®…“€b˜™…… ®…“®……∆∫……

July - September 2017 July - September 2017 3738 39 REFERENCE: · http://incredibleindiacampaign.com/campaign2009.html · Webdeveloper (2003-10-16). "The 'Incredible India' Campaign: Marketing India to the World | Marketing Case Studies | Business Marketing Management Cases | Case Study".

www.icmrindia.org/casestudies/catalogue/Marketing/MKTG122.htm r · Rong, W. and Z. Mu, 2013. Reasearch on the tourism effect and marketing sterategy of convention and exposition industry, a case study of Shenzhen city of China. Journal of Service Science and Management 6: 151-159. · Moradkhani, M., 2014. Trend of tourism in with emphesise of Zorastian places. Dissertation. : IslamicAzad University , Science and Research Branch · http://eprints.qut.edu.au/82032/1/IJGG-2014-3(10)-124-134.pdf · http://eprints.qut.edu.au/82032/1/IJGG-2014-3(10)-124-134.pdf · http://www.archwoodside.com/wp-content/uploads/2015/09/Woodside-tourism- advertising-metrics-ACTHR-4.pdf · http://industry.visitcalifornia.com/media/uploads/files/editor/Research/CTTC_Canada Spring2007_AdEffect.pdf · http://epubs.surrey.ac.uk/753845/1/destination%20advertising%20impact%20- %20final.pdf

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