The three-month-long review began with 24 shops and narrowed to five Phoenix finalists: Moses Anshell, Cramer-Krasselt, Evans-Group, E.B. Lane and the incumbent agency.
Though the review is mandated and held every three years, the advertising agency switch this time around may have been prompted in part by the arrival two months ago of new Arizona Office of Tourism director Greg Gilstrap, who had been director of the Kansas Office of Tourism. But the agency's nine-member selection committee was made up of tourism office members and representatives of local and surrounding business communities, as well.
Moses Anshell was a finalist in the Arizona Office of Tourism's last two account reviews.
Several years ago, the state faced an image problem caused in part by its controversial then-governor, Evan Meacham who, among other things, refused to pass a law making Martin Luther King's birthday a state holiday.
Today, tourism business is up, according to Moses Anshel co-principal Louie Moses, thanks to factors including the state's economic rebound, the success of the Phoenix Suns basketball team and an accompanying revival of the downtown Phoenix area near the Suns' America West stadium.
Moses Anshell presented five campaigns from which the tourism office will choose its ad ideas.
The $15-16-million agency's clients include The Scottsdale Chamber of Commerce, First Interstate Bank/Arizona, The Arizona Biltmore, Peter Piper Pizza and the YMCA.
Copyright Adweek L.P. (1993)