Following a bid that was called in August this year by the Ministry of Tourism, Span Communications has bagged the media duties for the domestic campaign along with Ashok Creatives. The business is in the region of Rs 45 crore.
Span Communications and Ashok Creatives had jointly participated in the bid. The other agencies who took part included O&M, Grey Worldwide, RK Swamy BBDO, Crayons Advertising, Lintas, Mudra, FS Advertising and Mode. It is learnt that even though it was a media bid, the above-mentioned agencies had bid in the name of their creative agencies and not their media arms.
Ashok Creatives’ Madhu Dubey informed that while their agency would do the monitoring for the tourism ministry, Span Communications would handle all the releases. In the past, too, Span Communications had worked with Ashok Creatives.
The tender was awarded to Span Communications/Ashok Creatives on the basis of lowest rates. Span Communications will execute the campaign, which will be in print and electronic media. The campaign would be released on 27 television channels, and various national newspapers and magazines plus the radio.
Naresh Kheterpal, CEO, Span Communications, said, “Despite all big media houses and agencies participating, we got this business because we believe that big is not always better. It is the relationship with the media that matters and that is how we got the lowest rates.”
Span Communications also handles other tourism accounts, including Andaman Tourism, Chandigarh Tourism, Goa Tourism, Uttaranchal Tourism and Andhra Pradesh Tourism.
Incredible India domestic campaign assigned to Ashok Creatives; account size pegged at Rs 45 crore