Turks & Caicos, BWI: The Turks & Caicos Islands Tourist Board has selected Formula as its North American AOR.
The two-year contract is somewhere in the mid-six figures, according to Formula president Michael Olguin. Formula travel tourism director Michelle Metter will lead the account . The firm plans to have five people from the west coast and two on the east coast working on the account, according to Olguin.
The two-year plan involves media relations outreach with a heavy focus on the east coast and on co-branding opportunities and promotions for various events, including BET's "Music and Arts Festival." Formula will also handle the launch party when Turks & Caicos opens its New York office.
"By partnering with like-minded brands when budgets are challenged, you can leverage those two brands," Olguin said. "They also liked our size and that we were a national firm with three offices, but very much a boutique."
Formula clients include Easton Sports, Prince Tennis, ESPN, and Guitar Center. Turks & Caicos is a chain of 40 islands, eight of which are inhabited, situated 575 miles southeast of Miami.