Maharashtra Tourism Development Corporation (MTDC) has invited Expressions of Interest from creative, outdoor and digital marketing specialist agencies with at least 10 years of experience of handling national and international campaigns for medium and large businesses particularly in the tourism or hospitality industry. The last date for application is July 2, 2012.
Agency sources have confirmed the news to exchange4media, though MTDC officials could not be reached at the time of filing this report.
MTDC has clearly laid out the criteria for qualification for empanelment in each of these areas. Digital marketing seems on top priority for MTDC as it plans to advertise Maharashtra as a major tourist destination not only nationally but internationally, seeking agencies adept with buying and planning on international digital platforms.
Creative and media: The corporation expects the creative agencies to provide a creative vision and media strategy for a period of three years to establish Maharashtra Tourism further in both, domestic and international markets. Agencies need to have a minimum experience of 10 years with annual turnover of at least Rs 10 crore in the last financial year along with experience of handling tourism promotion work.
Digital marketing: Only agencies that have annual digital media billing of Rs 3 crore for the past three years and a turnover of Rs 10 crore per year can apply. The agencies should have capability to plan and buy online media for digital advertising in the domestic as well as international markets. The applying agency must have also worked on the digital marketing mandates of national /international tourism boards in the last two years. Agencies already working with tourism boards of other states that qualify as direct competitor of Maharashtra would not be considered for empanelment.
Outdoor: The eligibility criteria for outdoor agencies requires an annual turnover of Rs 25 crore for the last three years, an office in Mumbai along with national presence and capability of handling OOH campaign for MTDC pan India.
For the record, Maharashtra Tourism Development Corporation is the primary agency of the state for promotion and development of tourism. Agencies such as Ogilvy & Mather, DDB Mudra (erstwhile Mudra), Goldmine Advertising have worked on the account in the past.