NEW YORK The City of New York has selected Bartle Bogle Hegarty following a review to help drive tourism through marketing, sources said. Estimated billings are $15-20 million.
BBH, which is 49 percent owned by Publicis Groupe, competed against Interpublic Group's Lowe and Havas' Arnold, said sources. The New York offices of each shop made presentations to city marketing executives about two weeks ago and the city picked BBH this week, according to sources.
BBH referred calls to the office of New York City marketing chief George Fertitta, who could not immediately be reached.
Through marketing efforts, the city hopes to top 50 million annual visitors by 2015 [Adweek Online, Nov. 3]. Some 43 million tourists are expected to visit New York this year.
Although the city has doled out creative projects in the past—2001's "New York Miracle" campaign among them—this assignment is perceived as more long term.
Fertitta, former chairman of Margeotes Fertitta Powell here, spearheaded the review. He assumed his new role in June after Mayor Michael Bloomberg consolidated three departments and put Fertitta in charge.
At the time, the city said in a statement, "One of the outcomes of this effort will be the announcement of a unified brand identity and integrated, multi-channel marketing campaign to strengthen the perceptions of New York City around the world. The campaign will draw upon New York's unmatched base of private sector marketing expertise."