Atkins Literally Rides to Victory In Contest for Hyatt Golf Resort | Adweek
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Atkins Literally Rides to Victory In Contest for Hyatt Golf Resort

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With a creative presentation that included an appearance by agency president Steve Atkins on horseback, The Atkins Agency of San Antonio moseyed away with the estimated $1 million marketing account for the Hyatt Regency Hill Country Resort.





'We became a bit literal in the dog and pony show, from the pony side of it,' said Atkins, who also dressed in boots, jeans, spurs and carried a six-shooter when he saddled up for the pitch and entered a Hyatt meeting room in front of the hotel's management team.





The horseplay apparently went over well, as the Northwest San Antonio resort named Atkins the winner among three agencies that made presentations in February to market the golf resort to leisure travelers and meeting planners.





Defeated in the review were San Antonio's Parker & Wood and incumbent The Thompson Agency. Anderson Advertising, also San Antonio, and Houston's Fogarty Klein & Partners were named finalists but chose not to pitch, according to Atkins.





The account will include print, outdoor, promotions and special events, radio and public relations.





While the leisure market ads will run primarily in Texas urban areas, there will be a national push in golfing and trade publications geared toward meeting planners. The first work will break this month, the agency reported.





Atkins said the account allows his agency to 'round out' its hospitality roster, which includes the San Antonio Convention and Visitors Bureau, tourism accounts in Mexico and Yanaguana Cruises......--Glen Fest





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