‘Incredible India’ campaign boards Singapore Airlines
25 Aug 2008
New Delhi: In a collaboration with Singapore Airlines, the Ministry of Tourism is looking to enhance the appeal of India as a tourist destination to passengers of the airline by showcasing its 'Incredible India' campaign videos aboard its flights from India.
An endeavour to attract inbound tourism, the ministry of tourism's award winning 'Incredible India' campaign videos would now be seen aboard Singapore Airlines's flights from India. It is the first international airline to showcase it on-board.
The initiative is towards Singapore Airlines providing an impetus towards promoting India as a destination via TV commercials and films on its 58 weekly services to 8 destinations in India. A spin-off benefit of the airline would be that it would be able to enhance its load capacity on the India sector.
The 'Incredible India' campaign is a major initiative by the ministry of tourism that seeks to promote India as a tourist destination. The campaign uses captivating visuals of India, showcasing its diversity in terms of geography, heritage, culture and cuisine, going beyond promoting India as the land of the Taj Mahal. The campaign shows a country that offers spectacular sunsets, ski slopes and adventure sports, and stress-free lifestyle.
Leena Nandan, joint secretary of the ministry of tourism said, ''India has seen a phenomenal increase in the number of tourists to India in the past few years. We attribute part of this increase to the Incredible India campaign and to the enhanced air connectivity to India. In addition, by associating with one of the leading airline in the world; we hope to take this campaign to greater heights.''
The in-flight video would be seen by an estimated six lakh individuals annually on-board Singapore Airlines' services to India. The contribution of the airline to this joint initiative is estimated to be around Rs2.5 crore per annum.
C W Foo, general manager of Singapore Airlines in India said, ''India is a very important market for Singapore Airlines. We hope that this joint initiative will help in increasing awareness about the country's myriad tourist destinations and culture at a global level.''
Singapore Airlines has been promoting India actively across its network, having organised trips for media and travel agents from Australia, Japan, Taiwan, Hong Kong, Philippines, Australia etc. to the subcontinent. Its endeavour has been to promote the various facets of the sub-continent through experiential, special fares and packages, sponsorships etc.
