Cases studies

Incredible !ndia Roadshow – August 2011 : How we successfully organised two trade events during the low season!

• Agencies : Interface Tourism France
• Services : Events - Market Intelligence - Public Relations - Trade Development

Brief

Interface Tourism France was appointed by the Indian Tourism Board to organise the Incredible !ndia Roadshow in Lyon & Paris, the first time we have been asked to do so. The events had to be held in August due to there being a major Indian celebration in Geneva a few days before. The principal challenge was to attract travel agents, tour operators and journalists to such an event in the month of August, which is when many members of the industry and the media enjoy their annual holidays.

The objective of organising such a roadshow was to brief and interact with the buyers about India’s tourism potential and its new niche products, and to market India as one of the world’s most emerging and indeed favourite destinations, under the umbrella of the global Incredible !ndia campaign. 

Tactics

Focus
Road Show Organisation – all inclusive package
Email Invitations sent to selected targets to request one-to-one meetings
PR and media services: press releases prior to and after the roadshow

Logistical organisation:
- Find adequate centrally located venues/caterers in each city
- Transportation of material, accommodation and transport for the Indian delegation
- On-site presence: India presentation, venue decoration, coordination of catering
- Carry out appropriate PR actions to gain more visibility in the media for the road show and the Incredible !ndia campaign

Result

A very positive result with almost 200 participants (travel agents, tour operators, MICE contacts). After attracting over 50 participants in Lyon, more than 140 people attended the hugely successful Incredible India event in Paris, where the atmosphere was one of great enthusiasm. Many participants expressed their satisfaction about being able to learn about and to discuss the latest tourism developments in India.

A lucky draw was organised in both cities, the prize being a ticket to India, provided by Air India. Typical Indian cuisine, music, decoration and the bright colours of pashminas immersed the attendees in the atmosphere of Incredible !ndia!