Spanish Tourism Taps Havas

The Spanish Tourism Board has consolidated its estimated $55 million global media account with Havas' MPG and sister digital shop Media Contacts after a review.

Media Contacts had been the incumbent on digital. WPP Group's Mediaedge:cia, which defended, had previously handled offline media chores. Aegis Group's Carat also competed for the account.

For the first time, the client has put the entire account, including digital, with one agency. The account will be managed by MPG's Madrid office.

Rafael Urbano, general director of MPG Madrid, said in a statement: "During these uncertain times, it is key to invest in differentiation strategies, just like [the board] has done. It is very satisfactory for us to see how key brands such as Turespaña continue to benefit from our market-leading insight and intelligence."

The client will kick off its 2009 tourist season campaign in March in 34 markets, focusing on those countries with higher tourism figures in Europe, as well as the U.S. and Australia, MPG said. Approximately 75 percent of the total budget is for Europe, 15 percent for the U.S. and 10 percent for Asia-Pacific.
-By Steve McClellan
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