Turkish Tourism hunts agency for 60m global task

The Turkish Culture and Tourism Office has called the statutory annual review of its advertising and has invited agencies to pitch for the global business for 2008, thought to be worth £60m. The account is worth an estimated £4m in the UK alone.

The Republic of Turkey Ministry of Culture and Tourism is obliged to review its accounts every year. The brief for the agency will be to carry out advertising campaigns abroad in conjunction with a promotional/marketing strategy.

Agencies are expected to produce advertising work specifically for Europe and the US but also to create a global brand message.

The organisation had traditionally used Turkish agencies such as the Istanbulbased DDF International which handled the business for five years. However, in 2005 New York-based agency Wunderman won the pitch for the global business.

In January 2007, the ministry appointed SEA, one of London company Media Square’s subsidiaries. The Dusseldorf-based agency won the account in the face of stiff competition, a result of the open tender system the ministry operates.

Contracts with the lead agency on the advertising business lasts one year. The global account involves providing creative services, media planning and buying in 30 countries across Europe, North America and South America. Activity usually includes a large amount of press and television advertising.

Turkey aims to attract 21 million tourists in 2007, who will provide the country’s economy with an estimated £10bn.

The deadline for tender proposals is September 28.

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