MEXICO CITY: Fleishman-Hillard has recaptured the $3 million
account of the Mexico Tourism Promotion Board, beating out
Burson-Marsteller for the assignment.
Fleishman won the account last year, but faced a new RFP this
Between 10 and 12 Fleishman staffers from throughout the agency's
network will work on the account, which will be run from the firm's
The contract runs through December 2002, and involves strategic counsel,
media and industry relations, events support, online communications, and
consumer outreach efforts.
Last year, Fleishman won the business along with KWE Associates, beating
out incumbent Edelman, M. Silver Associates, and Cohn & Wolfe. The
partnership arrangement didn't work out, so this year Fleishman decided
to go after the business alone, said Rissig Licha, EVP and managing
director of Fleishman-Hillard Latin America. A partnership was "just too
cumbersome," he added.
Licha also said that the September 11 attacks add a new dimension to the
business of promoting Mexican tourism.
"Tourism is a highly competitive business usually. The competition now
is getting people convinced that it's safe to travel. Fortunately, or
unfortunately, concerns about travel are not specific to one
With Americans skittish about taking long flights, Mexico could benefit
from its close proximity to the US, Licha said.