NEW YORK: Universal Orlando Resorts (UOR), the resort and theme park destination, has named MS&L to manage its PR and entertainment marketing programs.
MS&L's Florida affiliate, Curley & Pynn, contributed on the pitch for the account, which will be run by MS&L's New York office.
The Atlanta office will also provide counsel. Curley & Pynn has worked with UOR since 1988, providing strategic counsel and event and media coordination. MS&L is now the only agency for UOR.
SVP Renee Yosco will run the account from the NY office. The team will vary depending on different aspects of the campaign. Yosco said there were three other firms on the pitch for the six-figure account.
"The feedback we received is [that we won based on] the campaign's creativity and the expertise in the entertainment marketing arena and our ability to connect the Universal brand and all of its assets to [UOR's] target consumers," Yosco said.
MS&L will support the UOR's upcoming "Have A Life" campaign, which encourages families to take back their vacations. Additionally, the agency will work on promotional opportunities within the NBC Universal family, parent of UOR, which formed in May 2004 when NBC merged with Vivendi Universal Entertainment.