The Maharashtra Tourism Development Corporation (MTDC), which had invited expressions of interest from creative, outdoor and digital marketing specialist agencies in June this year, has empanelled 10 agencies.

Digital marketing appears to have taken the lead with MTDC, given its plans to advertise the state of Maharashtra as a major tourist destination — not just in the domestic market, but also internationally. MTDC has been seeking agencies adept at buying and planning on international digital platforms.

Among the 10 agencies selected were JWT India, MX Advertising, Mercantile Advertising, Kautilya Multi Creations, Paramin Advertising and Concept Communication, among others.

Two incumbent agencies, Beehive and WPP’s O&M, have been retained.

MTDC has been involved in the development and maintenance of various tourist destinations across Maharashtra. The company has been eager to push its promotional strategy and digital media across traditional and new age multi-platform delivery platforms such as the Internet, smart phones and social media, which include blogging and online promotions.

In 2010, MTDC’s ‘Colours of Konkan’, a documentary film created by Tailormade Films and Mudra Advertising, was adjudged the best promotional film in the tourism category at the 56th National Film Awards. The film showcased the journey of an old bottle, which travelled down the coastline of Maharashtra and witnessed life in all its beauty, in and around the region.

> amritanair.ghaswalla@thehindu.co.in

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