Cyprus tourism hunts agency for £11m media task

The Cyprus Tourist Organisation (CTO) is looking for a media planning and buying agency to handle one of its biggest campaigns, worth &£11m, next year.

The tourism body is asking for tenders from agencies with a presence across Europe and in the Middle East.

According to the tender document, the 2006 media spend will be in excess of &£11m. The deadline for applications is November 25. In the past CTO has worked with Initiative Media.

The tender comes as the CTO prepares to decide on a new advertising agency. Agencies shortlisted include Leo Burnett; TBWA London alongside TBWA Athens; Fortune Advertising S.A; UPSET A.E; Adel Integrated Communications S.A. The account had been held by Scholz and Friends London since 2003.

The CTO plans to advertise throughout Europe, with campaigns in eastern Europe and Scandinavia, as well as the Middle East and traditional markets like the UK.

In recent years, Cyprus has become associated with clubbing holidays as a result of the growing popularity of resorts such as Ayia Napa. However, the CTO is keen to distance itself from that image, instead aiming to develop a reputation as a family destination (MW August 14, 2003).

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