Dentsu America has won the New Orleans Tourism Marketing Corporation (NOTMC) account following a competitive pitch by eight advertising agencies for the account. The new agency will promote New Orleans as a leisure tourism destination.
This was the first agency review since 2001 for the New Orleans Tourism Marketing Corporation.
The account is fully integrated and Dentsu America will handle all elements of the marketing plan -- paid, earned and owned media including creative strategy and execution.
A marketing task force comprised of hotel, restaurant and attraction executives 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 recommendation to the NOTMC board of directors to award the account for the year 2012/2013 to Dentsu America. The full board ratified the recommendation at a July 17 board meeting and signed a letter of intent with the agency partners.
Dentsu America CEO David Cameron said, "We are thrilled to have been selected to work on behalf of the City of New Orleans. There is no other city in the world like it. It's impossible to visit New Orleans and not become immersed in the richness of the city's food, music, history and spirit. We're honored to be partnering with NOTMC to help tell and amplify the City's stories, and to help attract the world to one of its most unique and authentic destinations."
The account win represents Dentsu America's second win in travel and tourism since May when it was tapped as global agency of record for the oneworld Airline Alliance, prevailing in a three month review for the brand's strategic brand messaging and creative development as well as media planning duties worldwide.
"I am excited about the opportunity for a new vision and the approach to marketing the city as a destination," said Mark Romig, President and CEO of New Orleans Tourism Marketing Corporation.
"Through innovative technology and strategic thinking, Dentsu America has established a history of successfully engaging consumers and connecting people with brands, including many in the travel and tourism sectors," Romig noted. "We believe their fresh thinking will allow us to tell the story of New Orleans' unique and authentic culture in a very compelling way. In addition to having the strength and collaboration of a global agency partner, we will continue to emphasize our local focus through New Orleans-based Spears Consulting Group as Dentsu America's local agency partner, providing local market knowledge and experience."
Cleveland Spears, President and Founder of Spears Consulting Group, said, "We are very excited to begin working with Dentsu America and the New Orleans Tourism Marketing Corporation to market our great city. We look forward to sharing with the rest of the world all of the wonderful reasons to visit New Orleans."
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