ZenithOptimedia lands Beijing Tourism Bureau's domestic media account

The full-service pitch took place in February. Y&R and Dentsu also participated.

Dentsu has won the BTB’s marketing account for the international market.

The news marks the first time the BTB will pay agencies on a monthly basis. BTB expects to enhance its domestic marketing level and build a clear and unique image for Beijing Tourism in a scientific and systematic way step-by-step.

BTB has conducted its marketing in-house in the past. A source indicated that the China Tourism Bureau's appointment of Mindshare influenced them to appoint an international agency.

Derek Kwok, MD of Zenithmedia China, said: “China is the hotspot in the world right now, and Beijing has the most tourism landmarks and historic attractions in the country, although it’s already a popular tourist destination, we still need to help BTB boost their annual target for tourism growth through a nation-wide marketing push.”