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.