Emaar hotel group starts formal 10m Euro ad pitch

Dubai-based hotel group Emaar has scrapped plans to appoint TBWA/London to its 10m pan-European advertising account and has called a review that will start next year.

The company is seeking an agency to spearhead the launch of a new global hotel brand next year.

Emaar says it held meetings with a number of London-based agencies when its representatives were at a travel convention in November. It was thought that the hotel company was poised to appoint TBWA (MW November 29) but this is not the case.

Emaar, which previously worked with the now-defunct HHCL/Red Cell, wants agencies to develop strategic work and is also on the hunt for a design and branding agency for the hotel project.

The brief is to create a distinct new brand, as yet unnamed, that will be rolled out globally in 2008. It is not connected to Emaar’s joint venture to build a chain of luxury hotels with fashion brand Georgio Armani.

It is Emaar’s stated aim to “become one of the most valuable companies in the world through geographic expansion and business segmentation, especially in the hospitality and leisure sector”, by 2010.

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