The global Incredible India campaign, commissioned by the Ministry of Tourism, has appointed agencies to handle its media and outdoor duties, While Ashok Creatives – the specialised tourism and communication agency of the India Tourism Development Corporation (ITDC) – will be handling media, Media Mindscapes will be handling outdoors. The combined size of the account is a whopping Rs 75 crore.
Senior sources close to the development said that the print and electronic campaign would break in Europe, the US, Canada, Singapore, Dubai, Paris, London, etc. The agencies that had taken part in the media and outdoor pitch process included AK&I, Grey, O&M, Spam Communications, and Initiative Media, among several others.
As part of the outdoor campaign, Media Mindscapes would be putting up 90 display panels at Paris’ busy Charles de Gaul Airport in strategic locations like the passport control area and arrival hall.
The agency would be also putting up a display panel at London’s Heathrow Airport at the arrival corridor for a period of four months, another display panel would be put up at Singapore’s Changi Airport.
Media Mindscapes would be putting up a huge billboard at New York’s Times Square above MTV live studio. The US campaign would be breaking on December 15, which means millions of people would be able to see the billboard when they gather to celebrate New Year’s eve at Times Square.
According to sources close to Media Mindscape, “The reason we are covering busy international airports is to get maximum visibility among international travellers and play a part in enticing them to plan their next holiday in India.”
Meanwhile, results of the domestic Incredible India campaign are expected to be declared in three days’ time.