Fleishman drops partner to recapture Mexico work

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

Miami office.

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.

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