New England Tourism Group Leaves Silver | Adweek New England Tourism Group Leaves Silver | Adweek
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New England Tourism Group Leaves Silver

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NEW YORK M. Silver Associates here has lost the account of the Mystic Coast & Country Travel Industry Association, a member-based destination marketing association that promotes eastern Connecticut and southern Rhode Island.

Mintz & Hoke, an independent shop based in Avon, Conn., picked up the account in a review that included the team of the incumbent and North Castle Partners in Stamford, Conn., as well as Cronin & Co. in Glastonbury, Conn. Billings are in the mid six-figure range.

"Their tourism experience was tremendous," said Mystic Coast & Country president Chris Jennings, citing Mintz' work with longtime client Mohegan Sun.

Mintz will add some advertising and interactive work to the account, which had previously focused exclusively on public relations, according to agency vp, director of communications Tom Bradley, who will oversee the effort along with account supervisor Janette Baxter and associate creative director David Banta.

A print campaign is scheduled to launch before the region's peak tourism season begins in May. "There will be a real emphasis on attracting visitors from out of state, especially New York and Boston," Bradley said.

Mystic Coast & Country counts hotels, restaurants, casinos and other attractions among its members, serving an area that stretches from coastal Rhode Island through southeastern Connecticut.

Mascola Advertising in New Haven, Conn., works on the account of Connecticut's Mystic and More Convention & Visitors Bureau, one of the state's 11 tourism districts.