BMB&B sees off the competition to win Cyprus tourist work

DMB&B has netted the Cyprus Tourist Board account after a five-way pitch against Collett Dickenson Pearce, Impact FCA, BMP4 and the incumbent, Summerfield Wilmot Keane.

DMB&B has netted the Cyprus Tourist Board account after a five-way

pitch against Collett Dickenson Pearce, Impact FCA, BMP4 and the

incumbent, Summerfield Wilmot Keane.



The business, which has a spend of pounds 1.3 million in the UK, is a

full-service win that was scooped in conjunction with the Media Centre,

the DMB&B group’s media arm.



A campaign is expected to break next month to drive spring holiday

bookings.



Barry Cook, the managing director of DMB&B, said: ’We will be producing

some extremely different creative work in a sector that is dominated by

travelogue advertising.



Our task is to build Cyprus as a quality destination and establish a

distinctive identity for the country that sets it apart from the

competition.’



A second series of ads will run in the summer, aimed at boosting the

winter market. Cyprus is a year-round destination with a large number of

smart hotels and high standards of accommodation. The new advertising

would also be expected to promote the variety of activities on offer in

Cyprus, including golf and skiing, as well as beach holidays.



Andy Byrd, the business development director at DMB&B, said: ’With our

Australian Tourist Commission experience, we have built up fantastic

travel credentials. We can use some of that learning to evolve the

Cyprus campaign.’



The agency is able to handle both accounts because the two destinations

- Australia being long-haul and Cyprus being short-haul - are not deemed

to be in competition with one another.



Advertising promoting the romantic appeal of Cyprus, created by

Summerfield Wilmot Keane, has already been running this year.



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