The Hindu Business Line : Aviation Ministry plans ad campaign to get flyers back

Hence, on the anvil is a multi-crore advertising campaign that will hopefully bring back the 46.5 per cent and 32.5 per cent growth that the sector witnessed during 2006 and 2007.

The advertising campaign is being planned in the backdrop of a global meltdown and a general downturn in the aviation industry. According to some estimates, it is likely to cost as much as Rs 20 crore.

But unlike in the past, this time the cost of the campaign is likely to be borne by both public and private sector players in the airline and airport industries.

Incidentally, Air India alone has reported a loss of more than Rs 2,200 crore for 2007-08.

The advertisements will be released through the Directorate of Advertising and Visual Publicity, another arm of the Government, so that the publicity costs will be lower.

One of the advertisements being planned highlights the progress made in infrastructure development, including the creation of new modern airports in some metro cities including Hyderabad.

Although sources told Business Line that one meeting to carry forward the advertising proposal has already been held at the Ministry of Civil Aviation, the plans for the media campaign are being kept under wraps.

Sources are only willing to admit that the proposals had not been “concretised” and were merely a “thinking” in the Government.

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