ROUND ROCK, TX: The new convention and visitors' bureau in Dell's suburban hometown has hired TateAustin to tout it as the sports capital of Texas.
The City of Round Rock formed the bureau last month and issued a PR/advertising RFP.
TateAustin won the contract over 11 other firms. Finalists were Break Away (an alliance between Edelman and San Antonio's Interlex), Dallas' Maloney Strategic Communications, and Austin's Tocquigny Advertising, Lyon Advertising, and About Face.
Tourist bureau director Nancy Yawn says she expects work on the $298,500 results-based contract to wrap up by September, when the city's fiscal year ends. She anticipates ongoing need for PR help, however.
Early work will include collateral and web development to support a brand-building campaign, Yawn said.
The Austin suburb boasts the minor-league Round Rock Express, which plays at Dell Diamond. It also hosts a plethora of youth- and adult-participation sporting events. The decision to position the city as a sports mecca grew from a long-range tourism plan, Yawn says.
Former TateAustin creative director Greg Barton will provide advertising support through his company, Dandy Idea, said TateAustin VP Dave Shaw.