Bates UK lands global pounds 13m Cyprus account

Bates UK has scooped the worldwide pounds 13 million Cyprus Tourism Organisation account after a pitch process that dragged on for more than 12 months.

Bates UK has scooped the worldwide pounds 13 million Cyprus Tourism

Organisation account after a pitch process that dragged on for more than

12 months.



The appointment marks the first time that the advertising has been

consolidated into one agency. The organisation has previously used up to

15 agencies across Europe, but is now looking for a consistent image

across the region.



Bates has been appointed to handle advertising promoting Cyprus as a

tourist destination across the globe, encompassing more than ten markets

including Europe, North America and the Middle East.



The agency will reposition Cyprus as a more upmarket destination, as the

country attempts to attract more higher-spending tourists.



Several agencies were asked to present their credentials to the

organisation after a notice appeared in the Official Journal of the

European Communities last year, including Publicis, Ogilvy & Mather,

McCann-Erickson and Banks Hoggins O’Shea/FCB.



However, internal problems at the semi-governmental organisation are

understood to have delayed the review and it wasn’t until last month

that the agencies pitched.



Bates will handle the account out of London, while media buying has not

yet been decided.



Increasing the number of visitors to the region is a key priority for

its government, which relies on tourists to contribute to the

economy.



The need for Cyprus to improve its publicity efforts has intensified in

recent years as the region has been dogged by negative events such as

the Gulf war.



The UK and Germany are key markets, with about 40 per cent of business

coming from Britain and the number of UK tourists expected to rise by 7

to 10 per cent, according to Cyprus’ commerce, industry and tourism

minister, Nicos Rolandis.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).