With its one-year contract with Colle + McVoy nearing expiration, the Turkish Tourist Office last week sent RFPs to more than 10 shops.
Levent Demirel, di rector of the Turkish Tourist Office in New York, confirmed the review. He would not identify the agencies, which are located mainly in New York and Canada.
The account, esti ma ted at $6 million, includes media, crea tive, public rela tions and marketing for North Amer ica. Chief among the client's objectives is to "increase [Turkey's] share in the interna tional tourism market and develop the image of Turkey as a country of tourism," according to the RFP, which is due back on Dec. 19.
The tourism office seeks an agency that will emphasize the country's "nature, culture, history, life style, warm human nature [and] authenticism," as well as "the harmonious com bination of East-West, antique-modern oppo si tions," the RFP states.
The target market is people with a medium-to-high education and income level who travel frequently and crave a unique holiday expe rience.
The latest print effort from the Min neapolis incumbent, which is expected to defend, tar geted consumers ages 50 and up. It stressed self-improvement over self-indulgence by highlighting Turkey's culture and his tory. The ads challenged people to "learn more."
Turkish Tourism spent about $4 million last year on U.S. measured media and $3 million for the first eight months of 2001, according to CMR.