Review for Huatulco, Mexico, Account Comes Down to Wire

LOS ANGELES – Officials from Huatulco, Oaxaca, Mexico, a new tourist destination, are expected to select a winner this week from among three U.S. finalist agencies competing for their advertising account. While the account will bill $700,000 until the end of ’93, it is expected to bill $2 million next year and is likely to grow as the destination expands hotel development, sources said.
Huatulco, an oceanside area south of Acapulco, is talking to three agencies after narrowing down that list from 12 shops. The three finalists are believed to be J. Walter Thompson/L.A., The Atkins Agency, San Antonio, Tex., and Elgin Syferd/DDB Needham, Seattle. J. Walter Thompson and Atkins have Mexican tourism experience; Elgin Syferd does not. Elgin Syferd has travel experience through Holland America Cruise Lines and Westin Hotels & Resorts.
Agency executives made second-round presentations to officials from Huatulco and Fonatur, the country’s tourism development board, in Mexico City last week.
Copyright Adweek L.P. (1993)