Zimmerman's 'Secrets' Persuade BVI Tourism | Adweek Zimmerman's 'Secrets' Persuade BVI Tourism | Adweek
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Zimmerman's 'Secrets' Persuade BVI Tourism

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ATLANTA The Zimmerman Agency has won a review to provide advertising, public relations and media planning and buying for the British Virgin Islands, the shop said.

Sources estimated the value of the account at between $4 million and $5 million annually.

At least 22 shops were invited to participate in the review. The incumbent, independent Centric Communications in New York, did not defend the account.

Zimmerman, an Omnicom Group shop based in Tallahassee, Fla., won with a strategy based on an emotional appeal to visitors that includes "sharing secrets" of the islands, said Curtis Zimmerman, an agency partner. The campaign, scheduled to launch in November, uses the natural beauty of the islands as "the visual hero" in the ads, he said.

"The Zimmerman Agency was selected based on its integrated creative strategy to bring nature's little secrets to life," said Russell Harrigan, chairman of the British Virgin Islands Tourist Board.

"The BVI is an absolute dream account for an agency whose specialties include tourism marketing," Zimmerman said.

Zimmerman, which was acquired by Omnicom's Zimmerman & Partners in Fort Lauderdale, Fla., earlier this year, also provides advertising for Florida's Emerald and Space Coasts, North Carolina's Crystal Coast and its barrier islands, and Sarasota, Fla.