Kerala Tourism has empanelled Stark Communications, Crayons Advertising, Mudra and a GroupM agency, along with three local agencies - Hues, Modern and AD India -- to handle its creative and media duties.
The agencies have won these duties after clearing three rounds of presentations in a multi-agency pitch, in which 25 agencies participated.
Kerala Tourism will soon launch a 360-degree campaign across print, TV, radio, OOH and BTL. The ad spends for the fiscal are to the tune of Rs 22 crore.
These agencies will take responsibility for different duties for the tourism department. Stark Communications will handle branding and advertising, international B2B meets, international trade fairs and national PR and website design.
"We have been handling the account of this department for the past 14 years. Our association with Kerala Tourism led to good brand-building campaigns for the department, taking it to the international level, especially to the European countries," says Roy V Mathew, director, Stark Communications. The agency's campaigns have won numerous awards, including the Das Golden Stadttor Award for Best Commercial and Print Campaign, Pacific Asia Travel Association Gold Award for Marketing, New York Festivals, Abby and the Government of India's Best Promotion Literature, Best Publishing and Best Tourism Film awards.
Mudra will handle branding and advertising within the local market; Crayons Advertising will take the responsibility of B2B meets at the domestic level; Hues will handle trade fairs at the domestic level; and GroupM will handle new media.