State-owned tourism promotion firm Magyar Turizmus Zrt (MT) has decided to “reuse” the same concept employed in its most recent international promotion for its upcoming domestic campaign, following an unsuccessful tender to find different ideas, reports Kreatív Online. The company launched a campaign with posters depicting giant human figures among Hungarian landmarks in foreign countries early this year. In September, it invited six agencies to create a new concept for promoting domestic tourism in 2009. Following the first round, the ideas still in competition were presented to a focus group, which liked none of them.
According to the marketing portal, the six competing agencies were Café Interactive, Clair and Curtis, Gestalt Team, Ogilvy, Raygun and Remind.
MT decided to employ Artificial Group to develop a design for the “Year of Cultural Tourism 2009″ domestic tourism campaign based on the agency’s “giants” posters. The company said the focus group reacted positively to the first set of materials presented, which have not yet been made public.