AMV arm Minerva appointed to £6m Polaris World business

Minerva has been appointed to handle the £6m marketing campaign for luxury Spanish golf resort developer Polaris World.

The campaign will include television, press and online activity. OMD UK has been appointed to handle media planning and buying.

Minerva, which changed its name from AMV Advance in April last year, won the account after a four-way pitch against J Walter Thompson, M&C Saatchi and McCann Erickson (MW May 27).

Polaris World in Spain is handled by Minerva parent company BDDO. This will be the company’s first campaign in the UK. The pitch was overseen by Polaris World president Pedro Garcia.

Minerva will create a brand campaign to raise awareness of the company’s products among UK residents who may be considering investing in a second home abroad.

Polaris World has developed four golf resorts in Murcia in the south-east of Spain. The complexes offer accommodation, restaurants, hotels and golf courses designed by golfers Jack Nicklaus and Dave Thomas, alongside other sports facilities.

The latest development is the La Torre golf resort, which is expected to open in 2006.

Resort apartments are already being sold, with two-bedroom villas starting at £154,000 and three-bedroom villas at £280,000.

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