LMS Captures Central Florida Tourism Business




Orlando, Dallas Offices Are Victors in Kissimmee-St. Cloud Contest
ATLANTA–The Orlando, Fla., office of Dallas-based LMS/Marc Advertising has been hired as the first agency for the Kissimmee-St. Cloud Convention & Visitors Bureau.
The account for one of the nation’s largest tourist areas, near Disney World and other Central Florida attractions, has a $9 million budget.
“Over the past several years there hasn’t been a consistent message delivered to the public [about the region],” said Tim Hemphill, client executive director. “[LMS] had a strong presentation and took it upon themselves to do brand assessment in the field.”
Hemphill said the review, which began last October and “fell off the radar” when the tourism board had to find a new director, began with a dozen shops before the list was cut to five Florida finalists. Making presentations in March were: LMS; Chernoff-Silver & Associates, Maitland; Hallmark/Tassone, Or-lando; and Arvo Communications and Anson-Stoner, both Winter Park.
Previously, the account had been handled in-house.
Kim Schweidel, the agency’s Texas-based chief creative officer, said the pitch was made jointly by the Dallas and Florida offices, with Orlando’s managing partner Jeff William leading the charge.
“We won because they were looking for somebody to develop a strategic plan,” said Williams. “They want to create brand awareness, and instead of shooting from the hip, we showed them a logical, rational process to getting them where they want to go.”
“For the long term, we’ve been perceived as being the affordable side of the Walt Disney World experience,” Hemphill said. “We have the widest array of lodging opportunities from economy hotels to full service resorts, time shares, rentals, villas. We’re going to leave [it] to the experts to determine if that’s where we want to be.”
Schweidel said a print campaign is slated to break in the late fall, with TV spots to follow in December.