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Lowe wins creative mandate for HP Tourism

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | July 28, 2010
Digital will be a focal point in pitching the state to international tourists, while print and electronic media will be used to target the domestic market

In the wake of a multi-agency pitch, Himachal Pradesh Tourism has empanelled Lowe Lintas as its creative agency. The mandate for the agency is to promote Himachal Pradesh to both domestic and international tourists.

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Following this decision, Lowe Lintas will manage a wide range of promotional activities for the state, including planning events and exhibitions, apart from handling mainline advertising duties.

Lowe Lintas' vice-president, Rajeev Hajare, who will be heading the account, reveals that the agency's past experience in working on tourism-related businesses paid off handsomely towards clinching the HP Tourism account. "We have worked on the Incredible India account, which is part of the MoT (Ministry of Tourism)," he says.

"Thus, we have acquired an in-depth understanding of how the 'tourist mind' works." He adds that Lowe is in the process of researching "a great deal of secondary information" pertaining to how the tourist mind works, and he believes that it was this collective intelligence that helped the agency bag the business.

Commenting on the win, Charles Cadell, chief executive officer, Lowe Lintas, adds, "We are happy to partner with Himachal Pradesh Tourism to promote the state and its myriad tourism offerings. The brief is vast and challenging, and we look forward to partnering with them to help boost visitor arrivals and create awareness about the destination."

Expectedly, the media mix that the agency has in mind will be market-specific. While digital will be a focal point in pitching the state to international tourists; print and the electronic media will be used to target the domestic market.