The Ministry of Tourism’s website www.incredibleindia.org has been adjudged as the winner of the PC World Web Award 2008 in the tourism category for best design. The aim of the Web award instituted by PC world has been to establish a much-needed benchmark for the dotcom domain, thereby bringing to the fore a wide range of websites offering useful services those readers can use.
The websites were evaluated using parameters like content, structure and technology to arrive at the winners. The list was filtered on basis of preliminary evaluation of the sites to arrive at the final set of websites that were given to the fourteen-member jury comprising domain experts in the field of design, UL, security and technology.
This website was also awarded the “Golden Palm” award at the 10th National Conference on E-governance for being the Best Government Website by the Department of Administrative Reforms & Public Grievances, Govt. of India and the Department of Information Technology, Govt. of India in 2007.
The Ministry of Tourism, Government of India has been utilizing the internet media to promote the “Incredible India” campaign both in India and abroad.
The objective of the campaign has been to build awareness about the richness of India and position India as a favoured tourist destination for foreign and domestic tourists. To give a 360 degree approach to the publicity efforts the campaign theme on the internet has revolved around capturing the theme “Colours of India”.
There are about 100.1 million website operating in the World Wide Web as on March 2008 and the Ministry of Tourism website was ranked 25000 in April 2008 which is a significant achievement.
The Ministry of Tourism is constantly innovating the tools on the site. The site initially commissioned in English was later translated into Hindi, French and Japanese. In April 2008 the Chinese version of the site went live. The Secretary (Tourism), Shri S. Banerjee launched the Korean language site of Incredible India www.incredibleindia.co.kr on 16th June 2008. There has been significant increase in the traffic to the website www.incredibleindia.org . The average traffic is around 10 lakh visitors in a day.
The Industry Average Click through rate (CTR) for the creative is 0.1 and the advertisement creatives on Rural Tourism, Tea Tourism and Red as a colour used in the online campaign performed above the average CTR of 0.24
Considering the importance of the Social Media Optimization (SMO) the Ministry of Tourism for the first time adopted to use this medium to promote itself. SMO has been very effective. The films on You Tube continue to be a big draw. The 30 sec. TV Commercials on Chasing the Monsoon attracted over 2000 hits in two weeks
The campaign has leveraged all aspects of the internet with display advertising Search advertising, Search engine optimization, tapping audiences of popular video sharing sites etc.
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