Tucker Lands Texas Tourism PR




Teams With New York’s DCI in Win; Will Form Plans With McCann
DALLAS–The little-known firm of Tucker & Associates has won the State of Texas’ public relations account for its tourism division.
The Dallas agency, which opened its doors in January, will handle the $1.25 million, five-year contract in partnership with Development Counsellors International (DCI) of New York. The account includes national print and broadcast media placements, events and promotions.
The Texas Department of Economic Development selected the Tucker-DCI team after a request for proposal was circulated to 188 agencies.
Lori Tucker, principal of Tucker & Associates, said her agency joined forces with DCI because at the time of the request for proposal her shop was so new that she did not have any clients to list. DCI, by contrast, is an established agency that specializes in the travel, tourism and hospitality industries.
Tucker is expected to take the lead on the tourism account, with DCI providing strategic assistance. Tucker has since developed tourism promotions for several clients, including the Cayman Islands and the city of Cancun, Mexico.
The account was previously handled by Edelman Public Relations Worldwide here, which declined to participate in the review after seeing the request for proposal, according to Dallas office director John Holland.
The Houston office of McCann-Erickson Southwest holds the state’s general advertising account.
Tucker said her agency plans to reengineer the focus of Texas’ tourism promotional efforts in tandem with McCann-Erickson. Instead of focusing on various regions, attractions and climate, which is a typical strategy of many state tourism campaigns, the two agencies will concentrate on the variety of activities available in Texas.
“We’re just showing the diversity of Texas,” said Tucker. “A lot of states try to say that they have all these things, but we really do.”
Tucker is a Texas native who worked at PT & Co. in New York for several years before returning to start her own public relations firm.
“To a bunch of born and bred Texans, this is the finest account we could possibly have,” said Tucker. “We’re going to recover our conference chairs in palomino to celebrate.”
Tourism is the third-largest industry in the Lone Star state, employing more than 487,000 workers across Texas.