Following a four-month long pitch process, Beehive Communications, along with Malaysian partners SEN Media, has retained the media planning and buying mandate for the Tourism Malaysia account for South Asia. The contract is for three years up to 2010, and is estimated to be around Rs 70-80 crore.
Commenting on the win, B Sanjit Shastri, CEO, Beehive Communications, said, “I believe this win is a reflection of our combined efforts on the account for the past five years, which has resulted in numbers growing from a modest 1.5 lakh Indian tourists in 2003 to 4.31 lakh in 2007. But we have only just scratched the surface as Malaysia has a veritable goldmine to offer to the Indian tourist.”
The campaign for the next three years will focus on first time travellers as well as repeat travellers from the region, with India, Bangladesh and Sri Lanka being the key markets. The campaign will involve ATL as well as innovative media.
Tourism Malaysia has traditionally been one of the destinations for advertisers in the region and has been promoting outbound tourism in India and other markets. Moreover, Tourism Malaysia has been promoting short haul tourist traffic from the region, which is one of the fastest growing outbound source markets.