The Cyprus Tourism Organisation has awarded Bates UK its pounds 13m
global advertising account with a brief to position the country as a
premier tourist destination.
The ads will run in more than ten markets worldwide, including Europe,
North America and the Middle East, starting early next year.
It wants to create advertising and publicity akin to the famous ’Espana’
campaign for Spain in the 1980s, which was also created by Bates.
Bates UK pitched against five other European agencies for the account,
including Team Saatchi and Publicis. The CTO - a semi-governmental
organisation responsible for the promotion and marketing of tourism in
Cyprus - issued a brief to attract more high-income tourists to
Media buying for the campaign has yet to be decided.
Tourism is vital to the Cypriot economy. The island has had almost two
million tourists per year in the past few years. The majority come from
central and northern Europe, with 44% from the UK.
However, the country has suffered several tourism setbacks over the past
few years, including the Gulf crisis and the war in Yugoslavia.