Fleming & Roskelly has leveraged its destination marketing expertise to pick up advertising chores from RCI Resort Management, a unit of Cendant Corp.
The Newport, R.I., shop was se-lected based in part on the strength of its relationship with RCI vice president of marketing Paul Carney, according to F&R president Paul Fleming. Carney served on the Cape Cod Chamber of Commerce selection committee that hired F&R three years ago.
F&R will promote several of RCI's Caribbean properties. 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 and direct efforts targeting frequent travelers, especially women, 25-54, in the Southeast with incomes of at least $75,000.
Ads will begin appearing next month in publications such as Caribbean Life & Travel, Florida Sportsman and daily newspapers in markets including Washington, D.C., Atlanta, New York and San Juan, Puerto Rico.
Though the initial budget is a modest $500,000, the agency believes the assignment could lead to additional work.