MP Tourism Onboards Multiple Agencies: Ogilvy Stays

EE News Desk Jun 26, 2024

Along with its long partnership with Ogilvy which continues, the Madhya Pradesh Tourism Board has brought in four to six agencies, and 64 media owners under different categories for its advertising and communications

As per media reports, the MP Tourism Board has enlisted four to six agencies and 64 media owners across various categories such as photography, video production, brand management, media buying, printing, souvenir production, and creative branding at both national and state levels to enhance the state's promotion.

It spelt out, “The agencies at the national level for media buying and creative branding enlisted with MP Tourism are also enlisted with DAVP and Ministry of Tourism.”

According to financial records for FY23, the Madhya Pradesh government allocated Rs 50 crore for tourism promotion, encompassing expenditures on digital and print media marketing and advertising, event management, and other related activities. Of this allocation, the department had utilised Rs 43 crore.

The media report quoted exclusive data provided by TAM AdEx, a division of TAM Media Research, detailing Madhya Pradesh's ad volume share for TV and radio, and ad space for print and digital. The data revealed that MP Tourism's television commercials experienced a remarkable 475 per cent indexed growth in 2023, compared to 100 per cent indexed growth in 2021. Additionally, 2023 marked the highest ad space growth for MP Tourism in print media, with a 648 per cent indexed increase over the past three years. In the digital realm, monthly advertisements surged 77 times in 2023 compared to 2021, and in 2024, there was a staggering 993 per cent indexed growth in digital ad volumes.

An official pointed out that spiritual tourism in Madhya Pradesh tripled last year, with 11 crore visitors in 2023 compared to 3.4 crore in 2022. In March 2024, 3.15 crore visitors came to India, with 1.89 crore visiting Ujjain. According to Ministry of Tourism data, Madhya Pradesh ranked eighth in both foreign and domestic tourism in 2021.

The Ogilvy Connect

Nearly 20 years ago, the Madhya Pradesh Tourism Board and Ogilvy released a TV commercial that not only placed the state prominently on India’s tourism map but also set a new standard for the advertising industry. The collaboration between the state tourism board and Ogilvy India has been a long-standing one since 2006, benefiting both parties. Madhya Pradesh ranked among the top 10 states in tourist arrivals, according to the Ministry of Tourism data for 2022. Ogilvy, on its part, garnered numerous awards, including a Silver and Bronze Lion at Cannes for MP's ‘Memories of Destination’ ad and a Graphite Pencil for 'MP Mein Dil Hua Bacche Sa' at the D&AD Awards in 2018.

MP Tourism has set a benchmark by launching a series of innovative TVCs (television commercials) such as 'Hindustan Ka Dil Dekho’ in 2006; 'MP Ajab Hai Sabse Gajab Hai’ in 2010; 'Rang Hai Malang Hai' in 2013; 'MP Mein Dil Hua Bacche Sa' in 2016; 'MP— Memories of Destination’ in 2018, and 'Jo Aaya Wo Waapas Aaya, Ye MP ki Maaya’ in 2023.

In the age of social media, travel has seen a remarkable surge. According to the Federation of Associations in Indian Tourism and Hospitality (FAITH), tourism is projected to contribute $3 trillion to the GDP by 2047. Several states are now uncovering potential in their hidden gems and unexplored art and culture. However, even before the advent of smartphones and social media, the Madhya Pradesh Tourism Board was a trailblazer in promoting the state's unseen culture and historic forts.

The official from the Madhya Pradesh Tourism Board stated that their strategy for promoting state tourism is based on ‘minimum expenditure and maximum branding’. The MP Tourism Board chooses media channels based on their visibility; higher visibility means better reach. For example, it prefers branding on metro rail cards over unipole hoardings. It also favours digital screens at airports and railway stations for branding. Additionally, it focuses on promoting its renowned UNESCO sites, such as Khajuraho, and spiritual destinations like Ujjain.

The Way Forward

The Madhya Pradesh Tourism Board revealed that a new TV commercial, currently in post-production, will be released in a few months. The campaign will include print ads, radio jingles, cinema campaigns, TV ads, and 10-15-second video clips at airports and railway stations in metro cities. Earlier this month, the board launched PM Paryatan Vayu Seva, an intra-state air service that connects eight cities: Bhopal, Indore, Jabalpur, Rewa, Ujjain, Gwalior, Singrauli, and Khajuraho.