Turkish Tourism calls global review

The Turkish Tourist Office is looking for a single agency to handle its £50 million global advertising account.

It will release tender documents in two weeks' time with a view to hosting presentation meetings at either its London or its Paris offices in late October or early November.

The successful agency will be briefed to help the organisation increase the number of tourists visiting Turkey to 20 million a year. At present, approximately 17.5 million people visit the country annually, 70 per cent of whom come from Europe.

The pitch is being run by Tolga Tuyluoglu, the director of the Turkish Culture and Tourism Office. He said that should he fail to find one agency capable of handling the entire global account, he will instead look to award the business on a pan-European basis and later search for an agency for North America and Japan.

Tuyluoglu claimed that he intends to keep the organisation's media account with the incumbent, Bygraves Bushell Valladares & Sheldon, but added that he could review this situation if the successful pitching creative agency were to suggest a preferred media partner.

The organisation has traditionally used Turkish outfits such as its current advertising agency, the Istanbul-based DDF International.

Tuyluoglu said: "We are primarily looking to appeal to people who travel for pleasure, but if the campaign should rub off on other groups such as business travellers, then that's all the better."

The Turkish Tourist Office last reviewed its advertising account in August 2002.

Meanwhile, the Egyptian State Tourist Office has restarted its £15 million global review. It had put the process on hold following last month's bombing of the resort Sharm el Sheikh.