INTERNATIONAL NEWS: F-H and KWE to share dollars 3 million Mexico Tourism Board account

MEXICO CITY: The team of Fleishman-Hillard and KWE Associates has topped M. Silver Associates and Cohn & Wolfe as well as incumbent Edelman for the dollars 3 million contract to handle North American PR for the Mexico Tourism Board.

MEXICO CITY: The team of Fleishman-Hillard and KWE Associates has topped M. Silver Associates and Cohn & Wolfe as well as incumbent Edelman for the dollars 3 million contract to handle North American PR for the Mexico Tourism Board.

MEXICO CITY: The team of Fleishman-Hillard and KWE Associates has

topped M. Silver Associates and Cohn & Wolfe as well as incumbent

Edelman for the dollars 3 million contract to handle North American PR

for the Mexico Tourism Board.



Fleishman expects to have 10 to 12 people working on the account, which

will focus on specialty tourism offerings (such as Mexican cuisine and

archeology) 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, EVP and managing director of Fleishman/Latin

America, the Fleishman/KWE team might have had a leg up on the

competition due to its work on Mexico City’s tourism account. Fleishman

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 that her agency is planning a series

of eight to 12 themed media tours aimed at specific niche

publications.



’There’s enormous opportunity in reaching these niche markets,’ she

explained. Other aspects of the campaign include Web site development

and event support. The contract runs through March 2001 but is renewable

in January for up to four years, Licha said.



While the account is not Fleishman’s largest win in 2000, it clearly

gives a major boost to the firm’s tourism practice, which also works

with Houston and Mexico City. Earlier this year, Fleishman lost out to

Spring O’Brien in the dollars 500,000 Cayman Islands derby (PRWeek, July

10).



Fleishman’s next tourism target will likely be Mexico’s European

business, which Licha estimated at dollars 1.5 million. The PR effort

will be directed at would-be tourists in England, Germany, France, Spain

and Italy.



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