Indiantelevision.com > Media, Advertising & Marketing Watch > BBC World inks deal with tourism ministry to showcase 'Incredible India To The World'

Indiantelevision.com's Media, Advertising, Marketing Watch

BBC World inks deal with tourism ministry to showcase 'Incredible India To The World'

Indiantelevision.com Team

(20 November 2006 8:00 pm)

MUMBAI: BBC World the BBC's commercially funded international 24-hour news and information channel has signed a new deal with the ministry of tourism, government of India to showcase its Incredible India campaign.

The deal encompasses a high frequency spot campaign across Europe, Asia Pacific, North America, Australia, South Asia and the Middle East. The commercials are also being shown on US airways and United Airlines.

Interestingly, CNN International, in an initiative to promote India all around the world has also joined hands with India's ministry of tourism (MOT). The channel had produced a series of six 60/45/30-seconds advertorials. CNNI had commissioned Bang Productions Singapore Pte Ltd to produce the series for MOT.

As part of the brief, the ministry also asked BBC World to think of ways to portray India as a Health Tourism and MICE destination, while also celebrating its 2000 year old tradition of wellness through Ayurveda.

The channel's client solutions team produced three unique commercials which highlighted the different sectors and raised the profile of India as a country with world class health care services and state-of the art modern conference facilities. These commercials are also airing on BBC World across Europe, Asia Pacific, North America, South Africa and Middle East.

BBC World has worked with the ministry of tourism, Government of India since 2004 and has played an important role in taking forward the Incredible India campaign to a target audience of high-profile travellers across the globe.

BBC World head sales (India) Seema Mohapatra says, "India is unique in its beautiful blend of tradition and culture along with the availability of latest international-standard infrastructure and medical facilities. We are proud to partner with the Ministry of Tourism to help promote the country as an ideal tourist destination to a global audience. BBC World has been a leader in successful campaigns and constantly endeavours to bring its clients innovative and creative
solutions."

Government of India tourism and culture minister Ambika Soni says "India has emerged as a prime destination for the discerning traveller. We are now moving from a generic campaign to several niche areas like MICE, Medical Tourism, Spirituality and Culture. We are convinced that this branding exercise coupled with our focus on building infrastructure
and capacity, will help make India emerge as the number one destination in the world."

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