Dentsu America has won the New Orleans Tourism Marketing Corporation (NOTMC) account following a formal review that began a few months ago, the agency and client have confirmed.
The incumbent was the Peter Mayer agency, which participated in the review.
The scope of work includes all elements of the client's marketing plan, including both creative and media planning and buying, as well earned and owned media. NOTMC spends an estimated $10 million on ads, per sources.
Dentsu America, whose parent just agreed to buy Aegis Group for nearly $5 billion, will promote New Orleans as a “leisure tourism destination.”
The review marked the first time that NOTMC assessed its ad agency assignment since 2001.
The selection was finalized today after a marketing task force comprised of local hotel, restaurant and attraction executives, along with representatives from the New Orleans Convention and Visitors Bureau and the City’s Office of Tourism, reviewed the presentations. The initial term is for one year.
The account win is Dentsu America’s second recent win in the travel and tourism sector. In May, it was tapped as global agency of record for the Oneworld Airline Alliance. For that assignment it will handle the brand’s strategic brand messaging and creative development, as well as media planning duties worldwide.
Commenting on Dentsu, NOTMC President and CEO Mark Romig stated: “We believe their fresh thinking will allow us to tell the story of New Orleans’ unique and authentic culture in a very compelling way.”
NOTMC will continue to utilize Spears Consulting Group for certain local marketing efforts, and Spears will serve as Dentsu’s “local agency partner” on the account, the client said.