Gujarat Tourism scouts for creative partner

The tourism body has called for a multi-agency pitch as it plans to promote brand 'Gujarat' in international markets and further develop the tourism brand in India.

Gujarat Tourism has called for a multi-agency pitch to take brand 'Gujarat' to international markets, and further develop the tourism brand in India. The pitch process is currently underway in Gandhinagar.

Sobhagya Advertising is the incumbent on the business.

A Gujarat Tourism official, on conditions of anonymity, says, "The USP of Gujarat Tourism is its diversity of tourism products, and the fact that it is being promoted as a complete family destination. We are looking for an agency to provide creative vision and strategy to take Gujarat Tourism forward."

As part of the brief, creative agencies are required to provide creative strategy for three years, which will include strategy for all media such as television, print, radio, online and outdoor. The communication will promote various tourism products such as the Gandhi circuit, the Kutch region including the White Desert Festival, the Navratri Festival, the Asiatic Lion, monuments like Champaner, Modhera, Step Wells, and the Indus Valley Civilisations of Lothal and Dholavira.

The agencies are also required to create separate ideas based on segmentation of target audience for both national and international markets, with particular focus on information for international markets. Also included are sample creative material such as a set of four print creatives in English, a design for an eight-page English brochure, and an English poster to promote Gujarat as the 'Land of the longest dance festival on Earth - Navratri 2012' in international markets.

The selected creative agency will handle the duties for a period of three years (2012-15).