Boots, Waves, Clicks for Bohan Carden & Cherry

What do a boot maker, an Internet search engine and 26 miles of pristine Florida shoreline have in common?
Each entity named Bohan Carden & Cherry agency of record. The Nashville, Tenn., shop tallied $6 million in new billings this month, winning Durango Boot in Franklin, Tenn.; in Austin, Texas; and the beaches of South Walton in Santa Rosa, Fla.
“We are pleased to add these diverse clients to our roster,” said BC&C president David Bohan, “and look forward to helping them reach their marketing goals.”
BC&C’s $1.3 million tourism win was based on an integrated destination program that topped the efforts of Gilbert & Manjura Marketing and Hallmark Tassone, both in Orlando, Fla. O’Connor Ricks Associates in Fort Walton Beach, Fla., was the incumbent.
Marketing and public relations, said Kriss Titus, executive director of the tourism board, will brand Walton County’s coast with the upscale appeal of Kiawah Island, S.C., and Amelia Island, Fla.
Advertising efforts will include outdoor, print, radio and the Internet targeting the Atlanta, Nashville and Birmingham, Ala., markets.
BC&C defeated two undisclosed Texas agencies to win
Begun in 1994, was among the first search engines. It has since lost ground to better-known rivals such as Yahoo. “We’re going to help them gain focus and build a brand,” said Bohan. “Even if you have the most superb technology in the world, people still do business with brands in which they have confidence and trust.”
Springbok Technologies, a public relations firm in Richardson, Texas, will partner with BC&C on the account. The campaign, scheduled to run from August through November, will include television, print, radio and the Internet.
For Durango Boot, BC&C will promote the brand’s trademark series and help launch a new line of urban footwear.