Wunderman has been awarded the Turkish Tourist Office’s creative and media planning and buying accounts for Europe and America, worth up to $50m (&£29.1m).
The agency, based in Istanbul, has already started work on a new campaign set to break in January next year. It won the business after a global review of the tourist body’s entire account, which is worth &£50m worldwide. It was the first review since 2002.
The creative account had previously been held by another Istanbul-based agency, DDF International. Bygraves Bushell Valladares & Sheldon had been the organisation’s planning agency, but its duties are also expected to transfer to the Wunderman over the next few weeks.
The pitch in Europe, America and the Gulf was overseen by Turkish culture and tourism office director Tolga Tuyluoglu, who said that Wunderman’s network of offices throughout the market had been one of the key factors in its appointment.
Zimet has been awarded the business in Israel, while Dubai-based agency Horizon has been given responsibility for the rest of the Middle East. Both are believed to be offering a full service.
Details of the new campaign are being kept under wraps, but Tuyluoglu says ad spend at the state-run organisation could double next year as the country seeks to increase visitor numbers.