Advertising, PrintIncredible India Campaign

The brief here was to increase the profile of India as a destination for Australian travellers, in the face of recent negative domestic incidents.

A major campaign issue was already making tracks, but no consideration had been made to the strategic or creative development of the campaign prior to our involvement. Urgent action was needed to thread the campaign together and executive with absolute efficiency.

With everything from poverty to power, we knew that we had to find the key to unlock the Australian market. For Australians, India is experiential. Pulled together with a common visual identity and the tagline of ‘Your incredible journey awaits’, the campaign targeted three separate Australian traveller types: those interested in culture, wellbeing and adventure.

A mass reach integrated campaign, the ‘Incredible India!’ story ran across Australasian TV, newspapers, magazines, outdoor and airport.