In a multi-agency pitch, Nepal Tourism Board (NTB) has appointed Alchemy Social-Infrastructure Agency – a management, marketing and brand consultancy – to develop and promote brand Nepal. Sources informed that there were eight to 10 agencies in the fray, including McCann Erickson. The account is estimated to be worth Rs 9 crore.
Aditya Baral, Manager, PR and Publicity for NTB, informed that of the agencies that pitched for the account, Alchemy proved the best in terms of idea, vision and expertise. “Alchemy will be responsible for NTB’s campaign worldwide, with separate sub-branding for India. With the new branding, we are hoping to cash in on the emergence of low-cost airlines, thus increasing tourism,” he said.
The brief given to the agency was to brand Nepal as a tourism destination, concentrate on marketing experiential product clusters, put representation of NTB in key markets onto a professional footing and increase investment in research.
Apparently, NTB had started their own in-house branding till they decided to call for an agency pitch. “With changing environment, we felt there was a need to change branding as well. We were looking for an agency who shared our vision and Alchemy was the apt choice,” said Baral.
Alchemy will be a single-point brand development agency for NTB, responsible for defining and executing a brand vision, brand strategy, brand architecture, marketing strategy, product innovation, multi-country creative, international media planning and stakeholder marketing.
On being asked about the size of the business, Rahul Sen, Director, Alchemy, said that NTB sources had suggested a brand development budget of $ 2 million for the first year.
On the strategy, Sen said that Alchemy would help NTB develop a brand vision for Nepal. It will also service NTB’s ambitions with its teams in India, Asia, Middle East, Europe and the US.
Alchemy is a two-year-old agency with an income of Rs 1 crore and growing. It services clients like PVR Cinemas, AIS Glass, Windshield Experts and the Indian Marketing Awards instituted by exchange4media. Alchemy’s international clients include Soaltee Group of Nepal, Y&R Amsterdam, Y&R Europe and now, Nepal Tourism Board.