Corporation of Gujarat (TCG) has passed on its creative duties to Mudra Ahmedabad. The TCG has a multiple focus and intends to promote various kinds of tourism within the state.
According to Chandan Nath, president, Mudra Ahmedabad, "Gujarat as a state is buzzing with activity. There's a lot happening and we won this account because of our understanding of the state and the plans to promote new areas."
Quite a few agencies participated in the two phase pitch called earlier this year. Ogilvy is one of the other agencies that participated in the pitch. The agencies shortlisted after the first round were invited to present their strategic viewpoints and creative work to take Gujarat Tourism forward. Grey is the incumbent agency.
The agencies were briefed to make a presentation on the lines of new avenues, such as medical tourism, heritage tourism, adventure tourism and business tourism, which could be captured in Gujarat.
In an official communique, PD Vaghela, managing director, Tourism Corporation of Gujarat, says, "Gujarat today is showing a surge in tourist inflow for both domestic and foreign tourists. We want to capitalise on this growing trend and give people more reasons to come to Gujarat. Most people are not aware of the fabulous experiences that Gujarat has to offer, and the Mudra team was able to showcase them beautifully in its creative work."
Also, points out Nath, Gujarat is the land where Mudra was born, which makes the tourism account even more dear to the agency. Though the advertising budget could not be ascertained, sources inform agencyfaqs! that it is significant.
The TCG intends to reach out to a domestic and international audience. It will use print, electronic, outdoor and a lot of other below the line activities that will involve an integrated approach to engage the consumer at different touch points. In fact, the TCG has created a blueprint for improving the image and infrastructure of Gujarat to attract an increasing number of Indian and international tourists.