Cyprus Tourism Organisation (CTO) has reappointed Media by Design to handle its &£2m media planning and buying, following a three-way pitch. The decision comes at the same time as the tourism organisation has announced a significant boost in its investment for the winter campaign.
The Tunbridge Wells-based agency has held the winter season business for the past two years. Total Media handled this summer’s campaign.
CTO is upping its winter spend from &£350,000 as it tries to turn Cyprus into a year-round destination and improve UK visitor numbers, which have dropped since the war in Iraq. The total advertising spend for the year to March was &£2m (Nielsen Media Research).
The campaign, created by Scholz & Friends London, will use TV, press and outdoor and runs from September to December. Press activity includes colour insertions in national colour supplements and travel magazines.
CTO has been battling to highlight Cyprus as a family destination after several seasons as a clubbing destination, driven by the popularity of Ayia Napa. Bates held the global account until last year, when CTO launched a pan-European review.
Cyprus has been upgrading its tourist product and during the next five years will position itself as a sports and special interest destination. It opened a third golf course last year and already holds the annual Cyprus Rally as part of the World Rally Driver’s Championship. Athletes from the UK are also scheduled to train on the island for the 2004 Olympics.