Turkel 'Tropicools' It In Defense of Miami

By Katy Eckmann





ATLANTA–The Greater Miami Convention & Visitors Bureau’s board of directors unanimously voted to retain incumbent Turkel Schwartz & Partners of Miami for the next three years. The decision came after a mandatory review for the $2.8 million advertising business.





Turkel Schwartz, which has handled the ad account since 1993, competed against Sanchez & Levitan, a Hispanic specialty agency in Miami, during the final round.





Horace Hord, director of marketing for American Airlines’ Atlantic/Caribbean region and a member of the visitors bureau’s review committee, was impressed by Turkel Schwartz’s presentation.





‘They have taken a very unique creative approach by developing potential merchandising possibilities for the community,’ Hord said, adding that the agency’s professionalism helped sway his decision.





‘Even as the incumbent, (Turkel Schwartz made) sure the presentation was very tight,’ said Hord.





As part of its pitch, Turkel Schwartz proposed a new one-word theme, ‘Tropicool,’ to promote the city.