Saatchi lands state tourism contract again - New Mexico Business Weekly:

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is based in Los Angeles and is partof M&C Saatchj Worldwide. It created “The Best Placew in the Universe - New Earth” , which drew the ire of some in the tourismj industry for its use of large aliends to toutNew Mexico. But state officials maintained that itgot people’sz attention and used the limitedr marketing funds available to the state effectively. The campaign won a Platinum 2007 Adrian Award for travel marketing It took a witty approach by haviny thealiens golfing, mountain biking and soaking in hot springs at Ojo was selected from among 16 agencies that bid for the contract.
More out-of-stater firms bid this year thanever before, said Martin advertising manager with the Tourism Before Saatchi got the current it had been held for 14 yeares by of Albuquerque, which was one of the bidders for the new Michael Cerletti, secretary of said Saatchi’s presentation was considered by stafcf to be the best creatively, based on the state’s image as the Land of Enchantment. “Their ongoing association with the Department and staff also givexs us the opportunity to move quicklyt into ournext campaign,” Cerletti said. “We don’t want to lose any momentu m in these tougheconomic times.
” Leger said the new campaign will get back to promotinb more tradtional New Mexico culture and outdoor settings. "Bur it will still be striking and interestinand different," he As for the alie n ambassadors, Leger said their visit has come to an end. "They have gone but as they went they spread the news aboutNew Mexico," he quipped. Most of the $3 milliob will be used to develop, produce and purchase ads for nationaol magazines, and also to crate a new online campaigjn and television andradio spots.
The contract is for one but it can be extended for up to threedadditional years, at which time a new request for proposals for advertisingv services must be issued. There’s no word on the themr for thenew campaign. Saatchi and the Tourism Department will begin formal planning inthe fall. Saatchi’s partnef agency, , will continue to handler media planning and buying forthe department. M&C Saatchii Worldwide is one of the largest independent agency networks inthe world. M&C Saatchi Los Angelesd was establishedin 2003. It has creater campaigns for , British Airways, , Ketel One Vodka and the U.S. Departmentf of Commerce.