The Turkish Tourism Office has named Colle + McVoy as its agency of record for North America on an account valued at $4.5 million.
Four undisclosed agencies pitched for the business. A Canadian agency that previously handled the account was part of the annual review process.
“The brief is that they want to open up Turkey to more folks and make it a more obvious choice for Americans, and that is our target,” said Phil Johnson, president of Minneapolis-based Colle + McVoy.
The agency will offer advertising, direct and Internet marketing, public relations and media placement services to Turkish Tourism, a government body charged with attracting visitors to Turkey.
To win the account, Colle + McVoy sent Turkish Tourism a three-dimensional piece by its new mature marketing division. This piece focused on the seniors market as ripe for Turkey to tap.
According to Colle + McVoy, the average age of North Americans visiting Turkey is 61. The agency will aim its marketing communications at this group, relying on past experience with seniors.
Turkey will be positioned as “the exotic travel experience you've always promised yourself.” Colle + McVoy said research showed that mature travelers sought new experiences.
Turkish Tourism joins a roster of Colle + McVoy clients that includes Caterpillar, Winnebago Industries, Pfizer Animal Health, Land O' Lakes, Associated Banks, 3M, Veterinary Pet Insurance and the Professional Golfers' Association of America. Billings last year were $185 million.
Colle + McVoy in March sold an 80 percent interest to Canadian marketing conglomerate Maxxcom, which is part of MDC Industries.
The agency this spring will break its debut effort for Turkish Tourism in print, direct mail and cable TV in New York, Miami and Los Angeles.
Through direct mail will play a key role, Johnson said it was too early to say what slice of the media pie it eventually would assume.
“I think it's going to become more and more important for them,” Johnson said. “Right now, they're very focused on traditional advertising and traditional direct mail. What we're trying to do is expand with PR and interactive.”
Direct marketing tactics will target both trade, such as travel agencies, and consumer end-users.
Johnson said the communications from Turkish Tourism eventually should “drive consumers into interactive like, say, a Web site. They have a Web site and we'll be making recommendations [for changes].”