The pitch follows the appointment of Rainey Kelly Campbell Roalfe/Y&R to the above-the-line work on the campaign, which is being run by the Home Office.
The campaign will be aimed at 17- to 20-year-olds who have not had a passport before. RKCR/Y&R will be creating print and radio ads, as well as ambient media and point-of-sale material.
It comes as the Government introduces new rules that will see first-time applicants for passports attend face-to-face interviews at offices located around the UK. The aim is to cut down on the number of fraudulent passport applications because of fears over terrorism and the rise in crime relating to identity fraud.
Naked Communications is working on the brief, having also been appointed this year.
Earlier this year, the Government introduced passports that contain a chip with biometric data, including precise facial measurements.
The switch to biometric passports is estimated to be costing around £60 million.