Fleming & Roskelly has leveraged its destination-marketing expertise to pick up advertising chores from RCI Resort Management, a unit of Cendant Corp.
The agency in Newport, R.I., will work with RCI vp of marketing Paul Carney, who served on the Cape Cod Chamber of Commerce selection committee that hired Fleming & Roskelly for advertising five years ago.
"They're used to selling and cross-branding multiple properties," Carney said.
Fleming & Roskelly will promote four of RCI's Caribbean vacation facilities. Those resorts are BlueBeard's Castle, BlueBeard's Beach Club and the Elysian Beach Resort, all on St. Thomas, as well as the Port Lucaya Resort & Marina on Grand Bahama.
The work will consist mainly of print advertising, direct marketing and public-relations efforts tar geting frequent travelers, especially women 25-54 in the eastern U.S. with income of at least $75,000. Promoting RCI's re sorts for summer getaways is the initial mission, Fleming said.
Work is slated to begin appearing in late-summer issues of publications such as Caribbean Life & Travel and Florida Sportsman, and daily newspapers in markets in cluding Washington, D.C., At lanta, New York and San Juan, Puerto Rico.
Though the initial budget is a modest $500,000, the agency be lieves the assignment could lead to more work. "Cendant is a huge travel conglomerate with a world of possibilities for us," in terms of gaining more assignments from RCI or other prospective clients, Fleming said.
Cendant of Parsip pany, N.J., is also the parent of Avis, Days Inn, Ramada and Howard Johnson.
In addition to its work promoting Cape Cod, Fleming & Roskelly's category experience includes campaigns for the Preservation Society of Newport County, Red Jacket Resorts and the Wayfarers, which conducts walking tours of Europe.