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Carat bags media planning mandate for Ministry of Tourism including Incredible India

Carat bags media planning mandate for Ministry of Tourism including Incredible India

Author | Priyanka Mehra | Tuesday, Mar 29,2016 7:16 PM

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Carat bags media planning mandate for Ministry of Tourism including Incredible India

Carat from the Dentsu Aegis Network has bagged the media planning mandate for the Ministry of Tourism including Incredible India confirm industry sources.

The Ministry of tourism had put out an RFP for a media planning agency in June last year, the media planning mandate is for a period of 3 years. The account size is estimated to be around Rs 600 crores.

The   Ministry   of   Tourism,   Government   of   India   annually   launches   Media Campaigns in the print, electronic and online media, under the ‘Incredible India’ banner,  to  effectively  promote  and  project  India  as  a  desirable  tourist  destination  in  key  source  markets overseas with the objective of increasing foreign tourist arrivals to the country.

These Media  Campaigns are  wide  ranging  covering  prime  print  publications,  prominent television channels, online campaign on the world’s most popular websites and strategic outdoor advertising in the key international source markets.

Campaigns are also released in the domestic markets to promote travel within the country and to generate social awareness. The overall budget for the International and Domestic Media Campaigns of the Ministry of Tourism ranges between approximately Rs.150 -200 crore in each financial year ,which brings account size to around 600 cores.

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