14 people had responded to the call published by the Ministry of Foreign Affairs. In the final phase of the competition, GroupM won over Digital Angels and H&S with Bbdo. The assignment requires the conception, production, planning and purchase of spaces for a communications campaign aimed at the target of approximately 80 million Italian-descendants and people of Italian origin in the world
Mindshare won the tender announced by the Ministry of Foreign Affairs and Cooperation to entrust the advertising campaign for the implementation of the project “Roots Tourism – An Integrated Strategy for the recovery of the Tourism sector in Post Covid-19 Italy”.
The contract has a value of 1.55 million euros, net of VAT, for a duration of 18 months.
The assignment includes services of conception, production of the advertising campaign, planning, purchasing and control of media spaces.
The aim of the advertising campaign is to make the offer of the “Turismo delle Radici” Project known to Italian descendants, in order to attract them and interest them in rediscovering their Italian origins, and to encourage them to make their journey of their roots by directing them to the dedicated website.
It will be addressed, in particular, to the communities of Italians abroad and to Italian descendants residing in European countries (Switzerland, Germany, France, Belgium, United Kingdom) and overseas (Argentina, Brazil, United States, Canada, Australia and South Africa).
THE OTHER AGENCIES IN COMPETITION
14 economic operators, including individual agencies and RTIs, had submitted bids for the tender.
This is Brain Pull; Digital Angels, H&S with Dlvbbdo; the RTI Digital Heads/RTL Alliance; Micromegas with The Media Lab; Mindshare; Mirus with Mint; Ocmgroup with Eva Group; Pyrene; Pomilio Blumm; the rti Consorzio/Treccani/Valica; The Gate Communication; The Washing Machine Italy; StarDigital.
The tender commission then admitted only the GroupM media center (which obtained an overall score of 88), H&S with Dlvbbdo (in second place with 76.18 points) and Digital Angels (73.76 points) to the subsequent phases.
Specifically, Mindshare offered a total price of 322 thousand euros for the performance of the service, compared to the base tender amount subject to reduction equal to 358 thousand euros.
The budget for the purchase of media spaces (not subject to reduction) is 1.2 million euros.
Luca Orma
