Fla. Destinations Tap First Shop

The Tourism Alliance of Collier County, a combination of two Florida destination accounts, has appointed Kelley Swofford Roy its first agency of record.
The $1.4 million partnership combines Visit Naples and The Marco Island & Everglades Convention & Visitors Bureau. It also consolidates all creative, media and public relations duties at one agency. Telemarketing will continue to be handled internally.
“You can stretch your budget if both elements are under the same roof,” Matthews said last week. “It’s also the best way for both sides to know what the other is doing and be honest about how one side can support the other when budget is tight.”
Coral Gables-based Kelley Swofford Roy topped two other Florida finalists: Meridian Group in Fort Lauderdale and interim incumbent Tweed Advertising of Fort Myers. The trio emerged from an initial round of 13 contenders. Six shops made full presentations, and the three finalists created spec campaigns for the alliance.
“We’re going to be heavy in research,” said Bill Roy, the $18 million agency’s marketing strategist who co-founded the shop with partner Susan Kelley in 1983. “This is a combination of accounts, so we first want to work carefully to build a consensus. We want the residents to always know what’s going on and make sure the community leaders are comfortable.”