MIAMI: Looking to expand upon Miami Beach's image as a destination for tourists and business groups, the Miami Beach Visitor and Convention Authority (MBVCA) hired Hill & Knowlton as AOR.
The selection follows a competitive review and marks the first time the organization has hired a PR firm. The budget for the one-year account is $250,000.
As an established destination brand in the US, MBVCA was particularly interested in finding an agency partner that could help support its global efforts and work to promote its strengths internationally among leisure and business travelers. H&K was selected for the contract due to its broad US and international presence and ability to leverage global relationships.
"We wanted a strong local presence but we needed and wanted a global reach," said Elsie Howard, chair of MBVCA. "Hill & Knowlton's core competencies most closely matched our needs."
H&K began to manage the account last week and is handling work out of its Miami and New York offices. The agency will work to increase brand awareness for Miami Beach by supporting travel trade and consumer-focused media relations efforts, events, corporate communications programs, and business development initiatives.
"We will work with the VCA to help promote Miami Beach and package the attributes," said Cori Rice, president of H&K Miami. "The goal is to lure more business and leisure travelers from around the world."
Howard said that though the account is for one year, she expects the work to develop into a long-term deal.
"We are looking forward to a long, mutually enthusiastic, and profitable relationship," she said.