Mower Unseats Wolf for N.Y. Tourism | Adweek Mower Unseats Wolf for N.Y. Tourism | Adweek
Advertisement

Mower Unseats Wolf for N.Y. Tourism

Advertisement

NEW YORK The New York State Department of Economic Development has awarded its tourism account to Eric Mower & Associates, after weighing for 10 months what shop should take up the "I Love New York" banner.

The agency, which has offices in Albany, Buffalo, Rochester and Syracuse, N.Y., displaced three-year incumbent Wolf Group in New York.

"If you look at our people where they've from, where they've grown up and where they've worked, you'll see everywhere from Long Island to Lake Erie," said Rick Lyke, senior partner in charge of EMA's Albany office. "And we have clients in metro New York. So we know the area really, really well."

The agency's first work will likely break early next year, Lyke said.

The three-year contract and two one-year renewal options could be worth up to $7.7 million annually, with nearly 60 percent of the budget reserved for media buying, the client has said.

The review, which kicked off in March when the department sent out nearly 350 requests for proposals, was due to conclude in September. Instead, EMA was chosen late last month, the agency said.

The client could not be immediately reached for comment.