Beverly Hills Weighs 4 Finalists

Even one of the world’s most glamorous tourist destinations could use a little help promoting itself.
The Beverly Hills Visitors Bureau is in the final stages of an agency review for its estimated $1-2 million account, according to Peter O’Colmain, vice president of the bureau and vice president, general manager of the Regent Beverly Wilshire Hotel.
Sources said the Beverly Hills, Calif., client has tapped four finalists: D’Arcy Masius Benton & Bowles, McCann-Erickson and incumbent EvansGroup, all in Los Angeles; and Pulsar Advertising, Beverly Hills. The list was narrowed from 13 shops that originally received requests for proposals from the client, O’Colmain said.
The finalists all made presentations within the last few weeks. A decision is expected within the next couple of weeks, O’Colmain said, but he added “if a consensus is not reached, the [requests for proposals] could be opened up again.”
The client, which has traditionally placed image ads in consumer publications, is “open to TV and radio spots,” O’Colmain said. “We need to expand to get the Beverly Hills name out nationally and internationally.”
The ad budget is funded through hotel taxes levied by the city of Beverly Hills.