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
’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
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