Agencies line up to promote city of Sibiu – named 2007’s European Capital of Culture

Romanian city Sibiu is seeking an agency to create a £1m international advertising campaign before it takes over as the European Capital of Culture next year.

Romanian city Sibiu is seeking an agency to create a &£1m international advertising campaign before it takes over as the European Capital of Culture next year.

It is understood that a number of undisclosed agencies are due to pitch later this month. The campaign will include TV and press ads to promote tourism in the city.

Under the European Capital of Culture scheme, the European Union designates a city to showcase its cultural life and development for a year. The scheme was launched in 1985. Last year it was decided that two cities should share the title and Sibiu will share its status with Luxembourg. Liverpool and Stavanger in Norway have been chosen for 2008.

Liverpool Culture Company (LCC), the body that will oversee Liverpool’s role as the European Capital of Culture, appointed Cheetham Bell/JWT to handle its advertising at the start of the year (MW January 5). It followed a competitive pitch against a number of undisclosed agencies.

The agency is currently working on a campaign to promote the city as a tourist destination by emphasising the reasons it won the Capital of Culture status. It is understood the work will focus on Liverpool’s cultural history over the years, including its position as a major shipping centre.

The appointment of Liverpool as the European Capital of Culture could result in a &£2bn boost for the city.

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