Dentsu America is the new agency for the New Orleans Tourism Marketing Corp., winning a piece of business that has been with local agency Peter Mayer Advertising since early 2001.
Dentsu America’s contract with NOTMC is for 2012-2013 and will be reviewed at the end of the first year. Spending in support of New Orleans’ efforts to woo visitors is nearly $10 million this year.
The agency review, which was launched in December 2011, came down to finalists The Richards Group, Bright Red/TBWA (The Zimmerman Agency), Peter Mayer Advertising and Dentsu America. After another cut, the final decision was made between the incumbent and Dentsu America.
New Orleans agency Spears Consulting Group, is serving as the local agency partner for the U.S. flagship of the Japanese ad giant. Aside from traditional and online creative efforts, the Dentsu America assignment includes media planning and buying and providing support for promotions, public relations and brand partnerships. Peter Mayer Advertising will continue to work on a project basis on upgrades to the GoNola mobile app and on the Super Bowl media and fan guides.
A marketing force comprised of execs from local hotels, restaurants and attractions from the NOTMC board, along with representatives from the New Orleans Convention and Visitors Bureau and the city’s Office of Tourism, reviewed the presentations and made the Dentsu America recommendation. The full NOTMC board ratified the recommendation at a July 17 board meeting and signed a letter of intent with the new agency partners.
New Orleans has aggressive tourism goals. In 2018, the city hopes to attract some 13.7 million visitors and realize a total visitor spend of $7 billion. Last year’s totals were 8.75 million and $5.47 billion, respectively.
NOTMC is the second travel, tourism account Dentsu America has won this year: In May, the agency won duties as the lead global agency on oneworld, after a review. The agency was give responsibility for the airline alliance’s brand messaging, creative development and media planning.