BOSTON The Mexico Tourist Board has selected Ypartnership in Orlando, Fla., to manage its 2008-09 cooperative advertising program, the agency said today. Projected billings for the assignment will exceed $45 million, according to Ypartnership CEO Peter Yesawich.
The shop prevailed following a review; Below the Line, an agency in Mexico City, had previously worked with the client. Other contenders could not be immediately determined.
The Mexico Tourist Board is a public-private organization established by the government of Mexico to oversee tourism promotion for the nation.
Ypartnership is tasked with guiding all co-op advertising undertaken by the board in the U.S. and Canada supporting Mexico, which is the world's eighth-most visited tourism destination. The work consists mainly of media-buying chores, though adapting some ads for use in domestic markets may also be in the mix.
Ypartnership is a travel and leisure industries specialty shop. The firm maintains additional service offices in New York, Los Angeles, Honolulu, Vancouver, London, Mexico City and Zurich.