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Turkel Schwartz Adds Boardrooms to Beaches

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The Beacon Council, has chosen Turkel Schwartz & Partners to create its Miami-Dade 2000 economic development initiative.

The 15-member organization, South Florida's economic development engine, hopes to attract corporate investment and expand the job base while combatting Miami's persistent image as a high-crime area.

Funding for the three-year marketing initiative has been estimated at $3 million annually. According to council estimates, $1.5 million has been earmarked for print, collateral and interactive advertising. The campaign kicks off early next year.

Periodicals such as Site Selector, Forbes, The Wall Street Journal, Business 2.0 and Fast Company are under consideration for media buys.

The Coconut Grove, Fla., agency's account win, which came without a review, was driven in part by its long-term relationship with the Greater Miami Convention & Visitors Bureau.

"Most people think of our beaches and resorts because of Turkel Schwartz," said Dana Fernety, the council's vice president of marketing. "[Now] Turkel Schwartz will be promoting our business assets."

Council members said Turkel's expertise and detailed understanding of the community will provide an opportunity to leverage South Florida's booming tourism business.

Using the same agency willbring "a continuity of message and theme to the overall campaign," said Fernety.

Economic development, said council sources, is long-term and distinct in approach from tourism marketing. (Miami is positioned as a unique, international destination—tropical, exotic and high energy.)

Turkel Schwartz & Partners' challenge is to influence businesses considering relocation or expansion. Advertising will focus on Miami as a Latin American gateway and its community resources such as a bilingual workforce.

"We'll promote the area as a place for high-tech and bio-tech companies with Latin American divisions and offices," said agency president Philip Schwartz.