Mystic Country Taps Midwest Shop

BOSTON Travel and hospitality specialist MMG Worldwide said it has been hired for a marketing push by Mystic Country, a joint effort of Connecticut’s Mystic Coast & Country Travel Industry Association and the Eastern Regional Tourism District.

The agency in Kansas City, Mo., will manage all marketing communications, including offline and online advertising, interactive marketing, direct mail and partnership development for the client. Initial work breaks in April.

“This win for MMG is exciting for two main reasons: we always look for work with the world’s most interesting tourism destinations—Mystic is certainly one of them—and our growing New York office affords us the opportunity to add East Coast and international clients,” said Clayton Reid, agency president and managing partner.

This marks the first time the two regional tourism groups have worked together to promote southeastern Connecticut and southwestern Rhode Island as travel destinations.

MMG prevailed over about four undisclosed shops in a review; there was no incumbent, as the assignment is new. The estimated budget is $1 million.

—Adweek staff report