New Delhi : The Union Ministry of Tourism has awarded its media duties to Carat Media, a Dentsu Aegis Network agency. The estimated size of the business is in the range of Rs 550-600 crore which will be spread over three years of the deal.
Annual spends of the industry across all media range from Rs 150-200 crore, which is how the total size of the business boils down to Rs 600 crore. The ministry was in the process of finalising the media agency since June last year.
This includes one of the most talked about initiatives of the ministry – Incredible India campaign. The media agency will be responsible for planning and buying on all media platforms including print, digital and electronic. The ministry is very keen on exploring the digital platform in a big way.
The mandate will include the media campaigns for the ministry in India and in the international markets. The major aim of the annual campaign – Incredible India – is to popularise the tourism in the country and in different states too.