Texas Tourism appoints Weber Shandwick as Asian PR shop

It is unknown which agencies Weber Shandwick pitched against. Texas Tourism's Asian Service Region focuses particularly on Japan, China and Korea.

According to a statement, under an initial one-year contract, Weber Shandwick will offer a "comprehensive and strategic travel and tourism public relations and marketing campaign that fully integrates consumer, media, travel trade and meeting and incentive activities in the Asian Service Region".

Texas Tourism's Julie Chase, chief marketing officer, said: "Texas is an important destination for international business travellers and tourists. With our unique Western heritage and exciting modern cities, Texas is poised to grow the number of visitors from Asian markets."

Weber Shandwick has previous worked on tourism promotions for the Bahamas, and Weber Shandwick Japan currently has the tourism account for New Caledonia.

In 2008, Asia was the second largest overseas inbound regional market for the State of Texas, with an estimated 266,000 travellers, representing 24 per cent of total overseas arrivals. China led the region with approximately 52,000 arrivals, resulting in an economic impact of US$197 million in visitor spending. Japan was responsible for 49,000 visitors in 2008, resulting in $117 million in visitor spending.

Austin-based Texas Tourism is believed have previously used local PR agency Avia in Asia.