India tourism account up for grabs

28 August 2009

NEW DELHI: India's Ministry of Tourism has put its $50 million (£30.8m; €35m) “Incredible India” media buying account up for review.

The work is currently split between four agencies - Crayons, Euro RSCG, Span Communications and ZenithOptimedia.

Split into five tenders, the account will include the launch of a global print campaign, a tourism drive running on TV across Europe, the Americas and Asia-Pacific, and a print campaign for the same three markets. The new agencies will take over from next month.

The pitch is a part of a mandatory process that the ministry conducts every year. It is believed that virtually all significant media agencies based in India will be vying for a piece of the business, with some responding to all seven tenders.

Sources suggest that the media arms of firms already on the client's 15-strong creative roster will stand a better chance of winning a slug of the business.

Last year the Ministry of Tourism split its creative account among 15 creative shops for the global ‘Incredible India' campaign.

In 2008, India attracted 2.72 million tourists between January and June, up 11.1 per cent year on year.

Data sourced from Brand Republic; additional content by WARC staff