Top Story

Home >> Media-Others >> Article

Maximize bags Rs 10 crore Kuoni Travel India- 'SOTC' account

23-January-2004
Font Size   16
Maximize bags Rs 10 crore Kuoni Travel India- 'SOTC' account

Maximize, the media planning and buying agency from the Group M stable has bagged the prized Rs 10 crore account of market leaders SOTC, a division of Kuoni (India) Group. The account involves handling the entire media related activities for Kuoni's international and domestic travel trade.

Kuoni Travel Holding, Switzerland acquired a 100 per cent equity in SOTC on May 22, 1997. The Company was renamed Kuoni Travel (India) and SOTC World Famous Tours has since then become a valued brand of Kuoni. The company’s creative accounts are handled by Saatchi & Saatchi, SSC&B, Flagship Advertising and Jaya advertising.

Confirming the move Manjiri Kamath, general manager, Maximize Mumbai says, "Yes we have bagged this account. We will be handling Kuoni's whole business of India travel and international tours. It is a large account and very challenging and exciting".

Noel Swain, senior general manager-marketing services, Kuoni Travel India expresses, "We are happy to have Maximize as our media planning and buying agency. They are a part of a large media group and have tremendous strengths in media buying and planning. Also, it is their innovative approach towards media planning which is what has led us to zero in on Maximize".

He further adds, “We started working with Maximize from January 1, 2004 and since then they have done amazing work and have delivered more than expected and going forward we are hoping that this would be even better.”

Talking about the account and how different it is, Kamath explains, “The tourism industry operates in a very reactive manner. If one travel company releases an ad on packaged tours to Europe or US, immediately the other travel companies follow with their advertisements. It is very competitive. The key strategy is therefore to implement fast”.

The outbound tourism business which saw a slow and stagnant growth in 2003, due to reasons such as earthquakes, the Gulf war and finally SARS, are now gunning for growth in 2004. “There is a pent up demand being witnessed in the market,” elucidates Swain. It is understood that the leading market players are aiming for a 30 per cent growth in the packaged tour business this year.

As for the domestic tourism industry, travel and tourism sector in India is the third largest foreign exchange earner. The foreign exchange earnings for calendar year 2003 were up by 21.4 per cent to Rs 17,000 crore, an increase from Rs 14,000 crore.

SOTC has already announced a Rs 99,990 European holiday deal for a family of three (two adults and one kid). The price per individual works out to Rs 33,000, which is roughly equivalent to the air-fare to Europe.

The nine-day holiday price includes return airfare, accommodation, sightseeing, daily breakfasts and buffet Indian meals. SOTC also has other family packages like a 14 day ‘Grand’ tour of Europe for Rs 1.49 lakh and a 19 day ‘Classic’ tour for Rs 1.89 lakh.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE LOKMAT MAHARASHTRIAN OF THE YEAR AWARDS 2018 RECOGNIZE EXCEPTIONAL TALENT CNBC-TV18’S INDIA BUSINESS LEADER AWARDS HONOUR HIGH-ACHIEVERS, OUTSTANDING LEADERS AND TOP VISIONARIES

Telugu channel Star Maa is launching two new serials in the afternoon slots on May 21- Kante Koothurne Kanali and Shambhavi

CCI in February fined Google $20 million for abusing its position in online web search and also slammed the company for preventing its partners from using competing search services

Bhattacharya was has now set his sights on entrepreneurship with plans to set up something in content and fashion tech space