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
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
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.