NEW YORK The Spanish Tourism Board has retained Havas’ MPG and sister digital shop Media Contacts for its estimated $55 million global media account after a review.
WPP Group’s Mediaedge:cia and Aegis Group’s Carat also competed for the account.
The account will continue to be managed by MPG’s Madrid office.
Rafael Urbano, general director of MPG Madrid, said in a statement: “During these uncertain times, it is key to invest in differentiation strategies, just like [the board] has done. It is very satisfactory for us to see how key brands such as Turespaña continue to benefit from our market-leading insight and intelligence.”
The client will kick off its 2009 tourist season campaign in March in 34 markets, focusing on those countries with higher tourism figures in Europe, as well as the U.S. and Australia, MPG said. Approximately 75 percent of the total budget is for Europe, 15 percent for the U.S. and 10 percent for Asia-Pacific.
This story corrects and replaces an earlier version, noting that the Havas agencies were the primary incumbents on the business.