Nova Scotia Tourism Agency has appointed Extreme Group as its agency of record following a month-long review process that involved seven other agencies.
Extreme, a Halifax-based full-service marketing agency, replaces former AOR Colour, which has won the business in six consecutive reviews and held the account since 1991.
Grey Advertising, MT&L Public Relations, One Hundred & Ten Communications, Publicis, Y&R and Zoum Armada also responded to the RFP the government issued March 2.
In an e-mail to Marketing, Sherie Hodds, communications advisor at the Nova Scotia department that oversees tourism, said the agencies were asked to demonstrate expertise in “developing, executing and maintaining an integrated tourism marketing strategy for Nova Scotia… Agencies needed to provide value for taxpayers and show evidence of solid results.”
Extreme demonstrated “passion for Nova Scotia Tourism” and will provide “the best value for money,” said Hodds.
Chris Keevill, president and CEO of Colour in Halifax, told The Chronicle Herald his agency is proud of the work it’s done on the account.
“We worked very hard to maintain the relationship and we worked very hard to re-win it, so we’re disappointed but we’re moving on,” he said.
“In the agency business, 20 years is a very long time and regarded as quite a successful relationship and something we’re very proud to have been part of,” he said. “They say in the agency business that you start losing the account the day after you win it, because they don’t last forever.”
The article states that approximately 20 of Colour’s 50 employees worked on the account. Keevill couldn’t say if losing the bid meant the agency would need to downsize.
The two-year contract (with the option for a one-year extension) with Extreme Group starts June 1.
The provincial government’s Hodds said the agency’s annual advertising budget is approximately $4 million.
