2. Mr. K.Arya : Regional Director India Tourism

3. Australia New Zealand Fiji & the Pacific Singapore Malaysia Thailand Indonesia Brunei Vietnam Cambodia Lao PDR Philippines Myanmar Australasia Region covers

4. Primary Market Share Travellers to India Total : 506,308 Source: Department of Tourism India

5. Australasian Snapshot Iconic Introduction Media & Creative Strategy Emotive Evolution Share of Australasia Region out of total arrivals in India Source: Department of Tourism India

6. Australasian Snapshot Iconic Introduction Media & Creative Strategy Emotive Evolution Growth from Australia / NZ Tourist arrivals from Aus / NZ have doubled in last 3 years Source: Department of Tourism India

7. Australasian Snapshot Iconic Introduction Media & Creative Strategy Emotive Evolution Comparative Visa Figures from Australia Source: VFS

8. Love to travel Over 6 million Australians travel overseas each year Average holiday stay of 4 weeks Above average disposable incomes Sports and adventure lovers Over 300,000 Australians and 75,000 New Zealanders plan to holiday in India over the next two years* Outbound Travel: Australian Marketplace dynamics *Source: Ray Morgan Research

9. Australasian Snapshot Iconic Introduction Media & Creative Strategy Emotive Evolution Socio-economic Composition of Key Travellers from Australia to India Source: Morgan Readership Survey, 12 months ending March 2009 Australians planning to go to India for at least 1 night (next trip) Total: 132,000

10. Australasian Snapshot Iconic Introduction Media & Creative Strategy Emotive Evolution Socio-economic Composition of Key Travellers from Australia to India Source: Morgan Readership Survey, 12 months ending March 2009 Australians who would like to holiday in India in next two years (3+ nights) Total: 303,000

11. Australasian Snapshot Iconic Introduction Media & Creative Strategy Emotive Evolution Socio-economic Composition of Key Travellers from Australia to India Source: Morgan Readership Survey, 12 months ending March 2009 Australians that have been on a long trip in the last 12 months Total: 10,162,000

12. Australasian Snapshot Iconic Introduction Media & Creative Strategy Emotive Evolution Socio-economic Composition of Key Travellers from Australia to India Source: Morgan Readership Survey, 12 months ending March 2009 Australians planning a long trip in the next 12 months or less Total: 8,741,000

13. Large Continent – 7.7 million sq. kms Population22 million (160,000 India born) Per Capita incomeUSD 38,100 Literacy rate99 % Ethnic Groups Europeans95.0 % Asian 3.5 % Aborigine 1.5 % Christians form 83 % of the population Urban population 85 %

14. Population:4.4 million Ethnic Groups European Origin65.0% Maori14.0% Samoan & others1.0% Economic Profile GDP$112.4 billion Per Capita incomeUS$ 27,900

15. 43.6 % Indian ethnic origin Common Culture & Language Improvement in Political & Economic environment Long standing ties with India Congenial diplomatic environment Potential for general and pilgrimage tourism Literacy 91.6% Fiji

16. Knowledgeable travelling market Experiential journey seekers Sports tourism market Australian market high annual leave stock pile (123 million days) equates to $31 billion Demand Supply Targeted television advertising Outdoor premium advertising Mass circulation - press, PR and advertising campaign Consumer magazine - press, PR and advertising campaign Trade publications - press, PR and advertising campaign Promotions and events

17. Adventure Cuisine Family Culture Eco-tourism Health Sports Lifestyle Niche Categories

18. Analysis of Niche Value of Spend Volume of Tourists Culture Adventure Family Food Fashion Lifestyle Eco-tourism Cuisine Sport Health

19. Strategy Value of spend Volume of spend Thrust - Expansion of Sales/ Marketing network -Tour Packages - Visit India 2009 - Expanded Famil programs including TV crews - Mice Agents Push - Trade Fairs - Promotions - Direct Marketing - Development of new travel operators Pull - TV & Press advertising - Editorial Support - Co-ordination with Indian Embassies and consulates

20. Sophisticated “Thread” emotional link Comprehensive view of “Total India” Tailored for media platforms Creative Strategies

21. Complimenting the journey theme, Monorail advertising provides unique exposure through the streets of Sydney and across Darling Harbour (a precinct attracting more than 28 million annual visitors alone). Monorail Creative

22. Connecting through the common sporting interest, with the Ashes Cricket Series. Sports Niche Target using 2009 Ashes

23. The finale of MasterChef Australia made Australian TV ratings history, pulling in a record-breaking average of 3.74 million viewers. Viewing peaked at 4.11 million viewers, making it the highest-rating program since OzTAM ratings began in 2001. Food & Cuisine Target using MasterChef, #1 TV program in Australia for 2009 - 4 million viewers

24. Creative Execution Editorial Support

25. Through a mix of editorial, advertising and cover executions. Press Creative

26. Targeted approach through specific titles, such as American Express Platinum and Centurion, to reach high-end market (earning $500,000 - $1,000,000 pa). Consumer Magazine Creative

27. Tailored to lifestyle/well-being market, titles such as Donna Hay, present ideal targeted opportunities. Specialised Consumer Magazine

28. Powerful marketing channels to the Australian travel industry, these publications determine how travel packages are sold.. Trade Publications Creative

29. Newspaper advertisements Indus Age Indian Link Indian Downunder Indian Voice Targeting NRI’s and PIO’s

30. Promotional Activities Joint promotion with Indian Dance Centre Joint promotion with Charinda – Sonu Nigam Function Joint promotion with Fine Arts & Cultural Themes – S.P. Balasbrahmanyam Function Targeting NRI’s and PIO’s

31. Promotional Activities Diwali Mela in Auckland and Wellington Diwali Celebration in Sydney Deepavali Festival in Parliament House, Sydney Joint promotion with AIBC Celebration of Rebulic Day with United India Association, Sydney Support for International Ayrveda & Yoga Conference, Sydney Targeting NRI’s and PIO’s

32. Trade Publications Travel Shows Trade Marts Seminars / Talks / Film Shows AFTA Training Program Joint promotions TO / TA / Airlines India festivals Website Trade

33. Current News