Tourism Account Goes Into Review

The Cayman Islands Department of Tourism is in play, and the review is being handled by the Darien, Conn.-based consultancy Madigan Pratt & Associates. Billings are estimated at $8-10 million.

The incumbent, O’Leary Clarke & Partners in New York, has handled the account for 18 years. That agency, one source said, will not defend the business.

According to the RFP, the client is seeking “new innovative marketing and creative approaches to maintain its competitive position in the marketplace” with other island resorts in the Caribbean. It also indicates the client is seeking small to midsize agencies.

The questionnaire states that the account entails “advertising, interactive, direct response and promotion” for the three Cayman Islands, Grand, Little and Brac. RFPs are due back to the consultant July 10.

Madigan Pratt, the consultancy’s managing director, said the process will involve picking 10 shops to have chemistry meetings with the client and then naming five contenders. In September, the client will select finalists, and by October, make a decision.

The latest TV and print campaign launched by O’Leary Clarke & Partners used the line, “Relax at Cayman,” and was released in December 2000. The client spent $6 million last year, according to CMR.