INTERNATIONAL: F-H and KWE land pounds 2 m Mexico tourism account

MEXICO CITY: Fleishman-Hillard together with KWE Associates have been appointed on a pounds 2 million contract to handle North American PR for the Mexico Tourism Board.

MEXICO CITY: Fleishman-Hillard together with KWE Associates have

been appointed on a pounds 2 million contract to handle North American

PR for the Mexico Tourism Board.



The agencies were appointed after a pitch process which also included a

joint pitch by M Silver Associates and Cohn and Wolfe as well as

incumbent Edelman.



F-H expects to have ten to 12 people working on the account, which will

focus on speciality tourism in order to attract newcomers to the region.

The tourism board is also hoping to broaden Mexico’s appeal beyond the

resorts on its Caribbean and Pacific coasts.



According to Rissig Licha, executive vice-president and managing

director of F-H/ Latin America, the F-H/KWE team might have had an

advantage over the competition due to its work on Mexico City’s tourism

account. F-H will oversee the strategic direction of the new account,

with New York-based KWE handling the travel and lifestyle media.



KWE president Victoria Feldman said her agency is planning a series of

eight to 12 themed media tours aimed at specific niche publications.



Other aspects of the campaign include web site development and event

support. The contract runs through to March 2001 but is renewable in

January for up to four years, Licha said.



F-H’s next tourism target is most likely to be Mexico’s European

business, which Licha estimated at pounds 1 million.



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