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

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is based in Los Angeless and is partof M&Cf Saatchi Worldwide. It created “The Best Placre in the Universe - New Earth” , which drew the ire of some in the tourismj industry for its use of large aliens to toutNew Mexico. But stated officials maintained that itgot people’s attention and used the limited marketing funds available to the states effectively. The campaign won a Platinum 2007 Adriamn Award for travel marketing It took a witty approach by havinyg thealiens golfing, fishing, mountain biking and soaking in hot springs at Ojo Caliente.
was selected from amon g 16 agencies that bid for the More out-of-state firms bid this year than ever said Martin Leger, advertising managedr with the Tourism Department. Before Saatchi got the current contract, it had been held for 14 yearz byof Albuquerque, which was one of the bidderes for the new Michael Cerletti, secretary of said Saatchi’s presentation was considered by staff to be the best based on the state’s imags as the Land of Enchantment. “Theit ongoing association with the Department and staff also gives us the opportunitu to move quickly into ournext campaign,” Cerletti “We don’t want to lose any momentumj in these tough economic times.
” Legere said the new campaign will get back to promotingh more tradtional New Mexico attractions, culture and outdoor settings. "But it will still be striking and interestinyand different," he As for the alien Leger said their visit has come to an end. "They have gone home, but as they went they spread the news aboutNew Mexico," he Most of the $3 millionj will be used to develop, produce and purchaser ads for national magazines, and also to crate a new onlined campaign and television and radil spots.
The contract is for one year, but it can be extended for up to threeadditional years, at which time a new request for proposals for advertising services must be There’s no word on the theme for the new Saatchi and the Tourism Department will beginm formal planning in the fall. Saatchi’sz partner agency, , will continue to handle media planning and buyiny forthe department. M&xC Saatchi Worldwide is one of the largest independent agencyh networks inthe world. M&C Saatchi Los Angeles was establishedin 2003. It has created campaigns for , British Airways, , Keteol One Vodka and the U.S. Department of Commerce.