Ministry of Tourism, Government of India Seeks Creative Agency
The Ministry of Tourism proposes to appoint a dedicated Creative Agency for designing and production of required creative and publicity material and other related work. The Creatives would, at times, be required at very short notice.
Background:
The Ministry of Tourism, Government of India, annually undertakes various advertising activities, under the “Incredible India” brand line in key source markets across the world. The objective of these activities is to generate awareness about the varied tourism products and destinations in the country, to promote India as a preferred tourist destination in the source markets overseas and to increase India’s share of the global tourism market.
The endeavour of the Ministry of Tourism is to promote domestic tourism within the country and to target important and potential source markets overseas.
Through its campaigns in the print, electronic, online and outdoor media, the Ministry of Tourism projects and showcases the varied tourism destinations and products of the country. The Ministry also releases advertisements related to important events organised and on achievements and initiatives of the Ministry. The Ministry of Tourism undertakes production of publicity and promotional material on a regular basis which are distributed to tourists, potential consumers, stakeholders in the tourism industry, media, etc.
Scope of Work:
Designing and production of creatives for the print (news-papers /other print publications) and digital media during the three year period, as detailed below, on themes / subjects to be decided in consultation with the Ministry of Tourism :-
(a) Estimated 30 print creatives for advertisements for release in newspapers and/or other publications, with the ability to be adapted for use in other media such as outdoor, online and others. (1 advertisement of any size would be treated as one creative). These would largely relate to events, initiatives & achievements of the Ministry and for specific requirements on case to case basis, etc. This would include procurement of images wherever required, copy writing, designing, and all other costs involved.
(b) Estimated 6 advertorials, for release in newspapers and/or other publications. They may be one page or multi-page advertorials and each advertorial would comprise images and text matter to be presented with an attractive lay-out. These would largely relate to initiatives & achievements of the Ministry, promotion of destinations and products and for specific requirements on case to case basis, etc. This would include procurement of images wherever required, copy writing, designing, and all other costs involved.
(c) Estimated 21 creatives for the Digital Media, with the ability to be adapted for use in other media. This would include procurement of images wherever required, copy writing, designing, and all other costs involved. (Print Creatives designed and produced by the Agency, which are adapted for use in the Digital Media, will not be considered as a separate Digital Creative.)
NOTE:
(i) The image(s) required for use in the creatives (print and digital) would either be used from t he existing stock of images with the Ministry or would be procured.
(ii) If the images used in the creatives are to be procured from photographers / photo banks, copyright of the images would preferably rest with the Ministry of Tourism for all time/perpetuity and if not available for all time use, then as per the terms and conditions applicable for procurement of the images.
(iii) In case a particular image or a set of images is specifically required by the Ministry of Tourism and is required to be purchased, the cost for such purchased images shall be paid as per actuals, subject to approval of the same by the competent authority of the Ministry of Tourism.
Production of (Estimated) 9 Radio Spots / Jingles of 60 sec. each with 30 sec. edit, during the three year period, on themes that would be decided by the Ministry of Tourism as per the requirement. This would include concept creation, story writing, music, voice artist, recording, etc.
(i) Besides English and Hindi, the radio spot may be required to be produced, with voice overs in other regional languages such as Tamil, Kannada, Malayalam, Telugu, Gujarati, Marathi, Bengali, Oriya, Punjabi, Kashmiri and Assamese etc.
(ii) If radio spot/ jingle is required to be produced for shorter / longer duration, payment on pro-rata basis would accordingly be considered.
Designing of other Publicity Material and Collaterals as given below, during the three year period, on themes / subjects to be decided in consultation with the Ministry of Tourism. This would entail supervision of printing / production of the publicity material / collaterals by the printing/production agencies identified by the Ministry, to ensure quality of production.
(a) Designing of (Estimated) 18 posters on identified themes, with high quality images. This would include procurement of images wherever required, copy writing, designing, etc.
(b) Estimated 6 Designs for Incredible India Carry Bags with attractive, eye-catching designs and/or images. This would include procurement of images wherever required, designing, etc
(c) Development of Logos : The agency may be required to develop logos for events / initiatives from time to time.
Due Date:
September 5th
Address:
Publicity Division
Ministry of Tourism
Government of India
Transport Bhavan
1, Parliament Street
New Delhi – 110 001
