afaqs! news bureau

Tourism ministry on the lookout for creative agency

The Ministry plans to appoint a single agency to handle the mandate for a period of three years.

The Ministry of Tourism, Government of India, has invited bids from creative agencies to handle creative vision and strategy for both international and domestic markets.

The Ministry plans to appoint only one creative agency this time, which will handle all creative work for a period of three years. There will be no empanellment of agencies, as has been the practice in the past.

Tourism ministry on the lookout for creative agency
A pre-bid meeting was held earlier this month, to clarify queries regarding the request for proposal issued for the appointment of the creative agency. The meeting was attended by officers from the Ministry of Tourism, independent experts, and representatives from agencies such as Digitas India, Jaya Advertising, Leo Burnett India, ITDC, Dentsu Communications, Publicis Capital, Span Communications, Inter Publicity, R K Swamy BBDO, Euro RSCG India, MAD (Mahesh Advertising and Designing), Draftfcb Ulka, Goldmine Advertising, Crayons Advertising, and Ushak Kaal Communication.

Besides the regular finance proposals, agencies vying for the mandate will be required to submit sample creative material on the theme of 'Wellness', clarifying that Wellness Tourism is distinct from Medical Tourism. The Ministry is looking at a comprehensive strategy encompassing various aspects related to tourism, and all tourism products and destinations of the country.

The last date for submission of bids is August 1, 2011.

The Ministry of Tourism launches centralised media campaigns across media, as well as through the Incredible India branding during major international events. The Ministry also undertakes publicity, marketing and promotion through its overseas offices, participating in fairs and festivals and conducting road shows and local events.

There is a separate budget for domestic promotion and publicity including the 'Atithi Devo Bhava' campaigns, and special area campaigns promoting the North-East region and Jammu and Kashmir, which are priority areas for the Government of India. The state governments and union territory administrations have their own separate promotional campaigns and budgets, which are managed by the states /union territories themselves.

The overall budget for the international and domestic media campaigns of the Ministry of Tourism during the current financial year is approximately Rs 200-225 crore, which includes expenditure on media buying that is outside the scope of work of the creative agency.

In 2008, the Ministry of Tourism had empanelled 15 creative agencies for the global Incredible India campaign. These were Mudra Communications, Lowe Lintas, Contract Advertising, Wieden+Kennedy, Dentsu Marcom, TBWA India, Mercantile Advertising, Stark Communications, Crayons, Critique, Quantum, Basic Four, FS Advertising, IBD India and India Tourism Development Corporation's creative wing (also known as Ashok Creatives). The ad spends were then estimated to be more than Rs 120 crore for the global campaign.

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