The Ministry of Tourism undertakes publicity campaigns in the Print, TV, Digital media, etc. for visibility of brand Incredible India, to create awareness about India among overseas travellers and to encourage Indians to explore their country. A methodology is required to analyse the effectiveness of such campaigns being undertaken by the Ministry of Tourism, both in the domestic and international media. There are three parts discussed in this paper: First, we aim to collect data (both from National and International media, online and Social Media) and create a sample dataset and analyse the impact being generated by such ads. Secondly, we generate a generic algorithm that can deal with any such compiled data set and returns the impact – Nationally and Internationally – in certain metric terms. Thirdly, we aim to provide an analysis of where ads related to the brand Incredible India, may fare better (get improved responses or where responses can be recorded), when posted. This is a real-time problem being faced by the Ministry of Tourism of India, when trying to promote the tourism brand of our country – Incredible India.

Keywords : Incredible India, Ministry of Tourism, Twitter API.