Miami conducts first formal agency review in a decade

MIAMI: The Greater Miami Convention & Visitors Bureau is placing its PR account up for review.

MIAMI: The Greater Miami Convention & Visitors Bureau is placing its PR account up for review.

In sending out a request for qualifications (RFQ), the non-profit is potentially looking for a new agency after working with Rubenstein Associates for 10 years. The RFQ expires on August 12.

"Miami is a hot brand and, to build on that momentum, we wanted to go through a more formal review process," said Jeanne Sullivan, associate VP of PR, citing new developments like the city's IMG-created swimsuit fashion show, the filming of the a new Miami Vice movie, and hosting of the MTV Music Awards in August for the second year in a row.

Sullivan said the organization is looking for a versatile firm that is able to highlight Miami's tropical strengths, while also emphasizing its culture, diverse entertainment, and its gay-friendly and eco-tourism outreach.

The agency would also need to have a strong tourism background and be able to work well with other marketing disciplines, as well as the city government. The organization expressed interest in firms that can target many niche markets, such as family travel, African-American, Hispanic, and gourmand.

Sullivan said she hopes to get at least 12 responses. Rubenstein is evaluating whether or not to submit a proposal. Billings are undisclosed. The organization expects agencies to present on September 8 and 9, and the new account will begin on October 1.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in