An estimated 400 million viewers in India and around the globe will be focused on Vancouver as the inaugural Times of India Film Awards (TOIFA) takes place this weekend.
The Province of B.C. has committed a set amount of $9.5 million for TOIFA production. In return, British Columbia is receiving international attention and gaining recognition as a trade and travel destination in India, home to one of the fastest-growing economies in the world.
The Times Group is India's largest media conglomerate, reaching 90 million people per day. The Province's agreement with the Times Group stipulates media coverage across its network, including in their flagship financial daily, The Economic Times, which is second only to the Wall Street Journal in terms of global readership.
While the majority of international coverage of B.C. will take place during TOIFA events this week, B.C. has already gained significant value from tourism and trade promotions in India, which started in November, 2012.
- The Ministry of Jobs Tourism and Skills Training has developed promotional trade inserts to be featured in The Economic Times. Three inserts will be featured. The first went out in December 2012, second was in March and the last will be in June 2013.
- The Times Group hosted a media reception when Finance Minister Michael de Jong was in Mumbai in December 2012 to open B.C.'s two new Trade and Investment Offices. The event included an impressive list of high level corporate decision makers and helped to build B.C. trade recognition through associated news coverage.
- Approximately 30 stories on B.C. have been featured in The Economic Times Travel section, including a four-page tourism spread.
- The Canadian Tourism Commission estimates the approximate value of earned media for British Columbia in The Economic Times Travel section between November 2012 and February 2013 to be nearly $4 million.
- Several of India's largest travel agencies are actively promoting British Columbia as a destination for the upcoming India travel season. Ten joint marketing programs have been negotiated with Indian travel agents and commenced in late March in order to take advantage of the awareness created by TOIFA.
- 60 billboards in high-traffic, international airports in India have featured B.C. as a desirable travel destination.
- Familiarization tours for approximately 30 Indian media attending TOIFA, as well as tourism operators and agents specializing in the Indian market include organized, guided tours of Vancouver.
- Extensive promotional material, including B.C. tourism and trade information, was provided on the TOIFA website.
- At least one Bollywood film is slated to shoot in B.C. as a result of TOIFA. Amit Kapoor's Cynozure Networkz, along with Abhay Deol's IE Films, has announced they will shoot a film called "Kaneda" in Vancouver.
The Province has also budgeted an additional $1.5 million for promotional activities. This budget includes:
- Providing a three minute promotional video about B.C as TOIFA's opening act.
- Producing a 30-second TV commercial promoting British Columbia as a preferred tourism destination and inviting Indian travellers to consider B.C. for their next vacation, to run during the TOIFA broadcast and re-broadcasts and be re-purposed for future tourism promotions.
- Hosting the BC-India Global Business Forum on March 12, 2013.
- The BC-India Global Business Forum attracted over 450 delegates for an event exploring mutually beneficial opportunities in key sectors.
- Some of India's top investors travelled to Vancouver for the event, including Praveen Kadle, CEO of Tata Capital, part of a multi-billion dollar conglomerate.
- B.C.'s trade and investment opportunities were promoted to prominent Indian business leaders - many of whom expressed an interest in B.C. as a source for clean technology, alternate energy, and renewable energy.
- These leads are being further pursued by B.C.'s overseas Trade and Investment Representatives based in India.
- TaraSpan Inc., a leading service provider that helps Canadian technology companies enter into the India market announced at the Forum that it will open an office in Vancouver to accelerate technology trade from B.C. into the Indian market.
In addition to the value gained through these, and future, promotions, the immediate economic benefit of hosting The Times of India Film Awards is estimated to be between $13 million to $18 million of direct spending in B.C. during the event.
- No complimentary tickets for the TOIFA awards gala were offered to or accepted by B.C. provincial politicians.
- Reserved floor seats belonging to the Province have been offered to B.C. business representatives who would benefit from the opportunity to meet officials attending from India.
- The Province's reserved suite at BC Place has been set aside to ensure local media have an opportunity to report on the Awards event.
Learn More at:
To see promotions for B.C. that have run in India, please visit: http://timesofindia.indiatimes.com/category/media-center/toifaarticle/18385723.cms
Two backgrounders follow.
Ministry of Jobs, Tourism and Skills Training and Responsible for Labour
Times Group media coverage of TOIFA weekend in India
In addition to extended media coverage around the world, the following list includes guaranteed coverage provided on Times Group's media network.
Economic Times Travel
- One insert on Bollywood's arrival into Vancouver
- One celebrity travelogue in B.C.
The Economic Times is India's largest financial daily with a circulation of 785,000
Bombay Times and Delhi Times
- Four inserts
- One full page coverage
- Three inserts promoting viewership for telecast
The Bombay Times and Delhi Times are Entertainment papers with a circulation of 7.4 million.
Zoom TV and Times Now
- 20-minute TOIFA "Curtain Raiser" preview special (plus one repeat broadcast)
- 20-minute "Making of TOIFA" reality show (plus one repeat broadcast)
- Countdown show plus one repeat broadcast (one hour each)
- Telecast of Music Extravaganza plus one repeat broadcast (two hours each)
- Coverage on Planet Bollywood (totalling 27 minutes)
- Coverage on B-Tonight (totalling 27 minutes)
- Telecast of TOIFA and two repeat broadcasts (four hours each)
Zoom TV is India's leading lifestyle channel with a reach of 50 million households.
Times Now is a general news channel and has a reach of 37 million households.
- Radio Jockeys will host their shows for three days from Vancouver to cover TOIFA 2013, visit the city and share their experiences with listeners back in India.
Radio Mirchi is India's largest radio network in terms of market share. With 34 stations, their audience reach is over 42 million.
A full accounting of the value and reach of media exposure for British Columbia is being independently tallied and will be made public after all TOIFA events have concluded.
Province of B.C.'s India Market Strategy
The Province's India Market Strategy began during Premier Christy Clark's Jobs and Trade Mission in November 2011. The mission was aimed at raising B.C.'s profile in India, starting the process of building relationships and identifying opportunities for partnerships and promotions for trade. The entire mission resulted in over 60 business deals or partnerships signed or announced.
Other key achievements in this strategy include:
- New Forestry Innovation Investment office opened in Mumbai, India, July 2012.
- Increases ability to explore new opportunities for B.C. wood products in the Indian market.
- Opening of two new B.C. Trade and Investment Offices (Mumbai/Chandigarh), December 2012.
- Complement existing office in Bangalore.
- The India-based Trade and Investment Representative network will be tripled, from four managers to 12.
- Each new office will focus on targeted sectors:
- Chandigarh will specialize in agri-foods and tourism.
- Mumbai's focus will be on natural resources, film, education, transportation and financial services. This office will take the lead in attracting Indian corporate investment to B.C.
- Hosting the BC-India Global Business Forum
- Enabled B.C. businesses to connect with opportunities in India.
- Sponsoring the Times of India Film Awards
- Gained exposure of B.C. to the wider Indian audience for the benefit of increased trade and travel.
Ministry of Jobs, Tourism and Skills Training and Responsible for Labour