UAE based Agency Wins Global Advertising Tender
Medium Rare Advertising has been awarded Turkey Tourism Campaign tender for the third consecutive year
Medium Rare Advertising LLC, branding and advertising boutique agency based in Dubai, today announced that they have won the tender of Turkish Tourism Campaign, which aims to promote Turkey as a tourist destination, for the third consecutive year.
The Turkish Culture and Tourism Ministry announces a tender every year where agencies from around the world submit their bids for different target groups: America, Europe, Middle East & North Africa (MENA), and Fareast & India. The ministry chooses the most creative campaigns that are able to reflect Turkey’s nature, culture, history, lifestyle, hospitality, dichotomies of east and west, and harmony between ancient and modern. The global launch of the campaign was held in Istanbul last month, where the Managing Director of Medium Rare, Haitham Hidmi, presented the MENA Campaign in front of a committee consisting of representatives of non-governmental organizations and academics. The re-awarding of the tender was a result of Medium Rare’s excellent performance and creative media strategies in the last two years –helped in escalating the number of tourists visiting Turkey – according to the committee.
“During the last two years, Medium Rare Agency succeeded in creating a future direction for Turkey Tourism Campaign, which was outstanding. Through their recent tender process, they presented a compelling and exciting evolution of the campaign going forward,” said Mr. Cumhur Guven Tasbasi, the Director General for Promotion in the Ministry of Culture and Tourism. “2009 promises to be a year of heavy tourism promotion for Turkey despite the global economic crisis. A massive new tourism promotion campaign in 80 countries starting in January will work to attract more visitors and strengthen Turkey as a global brand.”
According to statistics, Turkey had an impressive tourism season in 2008, attracting 18.5 million tourists in the first eight months, an increase of 15 percent in the number of tourists in 2007. In 2008, Turkey has witnessed phenomenal increase in visitor numbers from the Gulf region with a 55% increase of visitor numbers from Kuwait followed by the UAE at 39%, Bahrain at 27%, Saudi Arabia at 24% and Qatar at 13%.
To overcome the expected slowdown in 2009, Turkey plans to keep the cost of its services reasonable and affordable in addition to implement a highly organized promotion policy. Utilizing its alliances, experience and market knowledge, Medium Rare, will help creating and building the awareness of Turkey as a destination within its target audience and tourism industry in general.
“The competitive tender process saw 55 agencies from the region pitch strong and creative idea,” said Hidmi. “Our 2009 campaign will build on Turkey’s outstanding nature and rich culture positioning. We will target the MENA traveler market by appealing to their desire for an interactive inspiring travel experience with an opportunity for personal growth and transformation.”
Medium Rare enjoys a long track of serving niche property developers, financial institutions and retail corporations in the UAE as well as regional and international clients. It offers a comprehensive marketing consultancy supported by research and media monitoring analysis as well as various advertising and marketing services such as: Media buying, Creative and Visual Solutions, Communication Strategy, Corporate Identity and Branding, Marketing Communications, Events and Exhibitions, Direct Marketing and Print Production.
