M Booth Wins USVI Tourism PR

BOSTON M Booth & Associates has been tapped by the U.S. Virgin Island as lead public relations agency, according to the shop. Interpublic Group’s Martin Agency in Richmond, Va., was the incumbent.

“The U.S. Virgin Islands Department of Tourism is very pleased to partner with M Booth & Associates to leverage their considerable experience in travel and tourism public relations in showcasing our destination and its diverse offerings,” said Pamela Richards, commissioner of tourism for the U.S. Virgin Islands. “We look forward to working with our new agency and the private sector tourism interests to increase visitor arrivals, and to generate more interest in the United States Virgin Islands from both leisure and business travelers.”

Joan Bloom, senior vice president and co-director of the travel and lifestyle group at M Booth, will lead the account with Joan Brower, also a svp and co-director of the travel practice. M Booth will develop a PR program that includes media relations, Internet marketing, on-island communications and strategic partnerships.

“We’re extremely proud and honored to have this account,” said Bloom. “We intend to do a really wonderful job in promoting [the U.S. Virgin Islands] as the American Caribbean and to bring attention to each of the three islands, St. Thomas, St. John and St. Croix.”

In the past, M Booth has worked with tourism accounts including the Bahamas and Puerto Rico.

The New York-based shop won the business following a review of undisclosed agencies. The budget was not disclosed.