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

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is based in Los Angeles and is partof M&C Saatchi Worldwide. It created “The Best Place in the Universd - New Mexico, Earth” , which drew the ire of some in the tourismk industry for its use of largr aliens to toutNew Mexico. But state officialsd maintained that itgot people’s attentionb and used the limited marketing funds availabler to the state effectively. The campaign won a Platinumj 2007 Adrian Award for travelmarketinyg campaigns. It took a witty approach by having thealienxs golfing, fishing, mountain biking and soaking in hot springss at Ojo Caliente. was selecte from among 16 agencies that bid forthe contract.
More out-of-statse firms bid this year thanever before, said Martinh Leger, advertising manager with the Tourism Department. Before Saatchoi got the current it had been held for 14 years by of which was one of the bidders for the new Michael Cerletti, secretary of tourism, said Saatchi’as presentation was considered by staff to be the best creatively, baseed on the state’s image as the Land of Enchantment. “Their ongoing association with the Department and stafft also gives us the opportunitt to move quickly into ournext campaign,” Cerlettii said. “We don’t want to lose any momentum in theser tougheconomic times.
” Leger said the new campaign will get back to promotinf more tradtional New Mexico attractions, culture and outdoor "But it will still be striking and interesting and he added. As for the alien Leger said their visit has come toan end. "Theuy have gone home, but as they went they spread the news about New he quipped. Most of the $3 million will be used to produce and purchase ads for national and also to crate a new online campaigm and television andradio spots. The contract is for one but it can be extended for up to three additional at which timea mandatory, new requesr for proposals for advertising servicese must be issued.
There’s no word on the themed for thenew campaign. Saatchi and the Tourismj Department will begin formal planning inthe fall. Saatchi’s partnerr agency, , will continue to handle medias planning and buying forthe M&C Saatchi Worldwide is one of the largestf independent agency networks in the world. M&C Saatchu Los Angeles was establishedin 2003. It has created campaignsx for , British Airways, , Ketel One Vodka and the U.S. Department of Commerce.