INTERNATIONAL: ECB seeks PR agency to run euro campaign

FRANKFURT: The European Central Bank is seeking a PR agency to promote the new euro banknotes across Europe in the run-up to their introduction in 2002.

FRANKFURT: The European Central Bank is seeking a PR agency to

promote the new euro banknotes across Europe in the run-up to their

introduction in 2002.



The bank also plans to mount an above-the-line campaign and expects PR

consultancies to apply jointly with ad agencies. The deadline for

applications is 15 March and the bank expects to shortlist about ten

agencies for the work.



The PR brief involves devising and implementing a public information

campaign over the next three years. The aim is that voters in the 11

euroland countries, but also the audiences who will be handling the new

notes outside the zone, recognise the banknotes by 1 January 2002.



The first year will focus on preparing the campaign and the following

two years will cover its implementation.



The countries which have signed up to the euro are: Austria, Belgium,

Finland, France, Germany, Ireland, Italy, Luxembourg, the Netherlands,

Portugal and Spain.



The selected agency will work closely with the bank’s senior banknote

expert, Jean-Michel Dinand, its head of official publications, Dirk

Freytag and its head of press, Rosario Almeida.



Official publications officer, Aliki Anastasopoulos, said: ’The campaign

is more PR oriented than advertising, but we will include all

communications instruments from classic TV ads to point-of-sale

activities.’



The European Central Bank began operating on 1 June 1998. It is based in

Frankfurt and is responsible for the monetary policy of the 11 countries

which have signed up to the euro. The bank is headed by president Willem

Duisenberg.



The designs of the seven denominations of the euro banknotes -

representing the ages and styles of European architecture - were chosen

following a Europe-wide competition.



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