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
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.