Ile-de-France seeks UK media agency to promote region

The Ile-de-France Regional Tourism Committee is seeking a media buying and planning agency to handle its &£1m account.

The organisation is asking agencies to develop a strategy to persuade more UK holidaymakers to visit in the region, which includes Paris.

Agencies that intend to pitch for the account will be expected to provide full details of which media channels would be most useful in reaching the target market. Specialist media planning and buying skills are also a required element.

The tourist body is also looking for creative ideas as part of the brief, but it is not thought to be seeking a separate creative shop at this stage. It is understood that this is the first time The Ile-de-France Regional Tourism Committee has sought the help of a UK-based agency.

The committee may subsequently target other European markets, as well as the US. According to its website, the UK and US are overseen by the same director, Sylvie Legars.

The body was set up to implement regional policy for tourist development and the promotion of Paris Ile-de-France as a travel destination. Its website offers accommodation and sightseeing information in four different languages.

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