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Ministry of Tourism initiates pitch for Incredible India

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | May 25, 2012
The government department plans to appoint a media buying agency for an international media campaign that will launched in a phased manner under the, 'Incredible India' brand line.

Ministry of Tourism has called for a multi-agency pitch as it plans to take Incredible India across United States, Cannada, North America, Europe and Asia-Pacific regions. The government department plans to appoint a media-buying agency for an international media campaign which will be launched across all mediums including television, print, out of home and digital in a phased manner, this year.

Incredible India

The pitch process, which is at its initial stage, is currently on in Delhi.

Confirming the development to afaqs!, a senior official on condition of anonymity says, "The objective of the campaign is to generate awareness about the tourism product and make India an ideal tourist destination in the overseas markets. So, an international campaign across major platforms will be launched."

In its brief, the department has asked agencies to provide a complete blue print of the entire campaign, including a technical proposal and a financial proposal.

The tourism department, which has already prepared a media plan for all three media, has included popular television channels like BBC, Fox, CNN, ESPN Australia and many more, and popular newspapers and magazines such as International Herald Tribune, Wall Street Journal, Global Magazine, Economist, Global Traveller and PATA Compass, amongst others, for the print campaign.

For its digital campaign, the department has included popular sites like bbc.com, cnn.com, national geographic, eurosports.com, newyorktimes.com and also social media sites such as Facebook.

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