Keywords Print campaign Tourism India Travel trends |
My diploma project was to develop a global campaign for Incredible India using new and alternative approaches in visual and content style. Incredible India was launched in 2002 by the Ministry of Tourism, Government of India, with the objective of positioning India as a unique and vibrant country to international travellers.
As part of the research for this project, I studied and analyzed the field of global travel and tourism to get a more comprehensive view of the changing travel trends in these times. My research also involved getting people’s views on India as a travel destination and their expectations from it. I developed a word cloud using typographical hierarchy in order to understand the information at hand and infer possible directions from it.
Keeping the aspirations of the target audience in mind, I developed seven concepts for print campaigns. The campaigns focused on different aspects of India such as adventure sports, art and craft, culture, etc. and used vivid imagery and concise copy for maximum impact. Finding the right photographs to support the campaigns was of utmost importance, as the images had to capture the spirit of India as well as the audience’s expectations. Each concept focused on a specific target audience and tourism sector. It was important to arouse curiosity, engage the viewer and portray not only the traditional ‘ethnic’ side of India but also its modern youthful façade.
The project was an immense learning experience. It helped me study the concept of ‘India’ and give it an expression. |