and Nicobar Tourism has empanelled five Indian advertising agencies to conduct its promotion and advertising activities for the year 2006-08. These five agencies are JWT, O&M, MAA Bozell, RK Swamy/BBDO and Span Communications.
Officials at Andaman and Nicobar Tourism (ANT) confirmed the development to agencyfaqs! The pitch for the business was held in August-end this year. Span Communications, which is among the empanelled agencies this year, was also doing the advertising for the business last year. The advertising spends by ANT would be Rs 2.5 crore for December 2006 to March 2007 and Rs 6-7 crore for the financial year 2007-08.
A senior official also affirmed that the reason behind empanelling five agencies was to get better quality advertising and reduce the lengthy procedures of tenders and quotations every time it looked for a new agency. Last year also, it had sought to empanel a few agencies, along with Span Communications, but couldn't do so because of lack of applicants.
The brief that was given to the agencies included inducing high-end tourists to visit the chain of islands. Their task was to attract this specific segment of the population from domestic, international, health and corporate platforms.
The media mix will mainly consist of television, print, outdoor, direct marketing and below-the-line-activities, along with other kinds of promotions at the national level. As of now, no radio advertising will be used. For international advertising, ANT will be using only the press as a medium to reach its desired target audience.
For the record, the Andaman & Nicobar are a group 572 big and small, inhabited and uninhabited islands, lying in the south-eastern part of the Bay of Bengal.
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