Tourism Clients Make Agency Selections

DALLAS Two Southern tourism clients have completed reviews, with the North Carolina Division of Tourism retaining 15-year incumbent Loeffler Ketchum Mountjoy and the Dallas-Fort Worth Area Tourism Council awarding its advertising account to Door Number 3 and public relations business to the LeMaster Group.

Door Number 3 is an Austin, Texas, agency that recently created a memorable online campaign for the West Texas oil capital of Midland. The Dallas-based LeMaster Group has handled campaigns for the American Airlines Center and other clients.

Like the Midland campaign, the work for the tourism council will involve a good deal of online work.

“The Web will be a key component of our recommended media mix,” said Door Number 3 president M.P. Mueller.

Estimated annual ad spending is $1 million. There were no incumbents and other review contenders were not disclosed.

Based in Grapevine, Texas, the council was formed in 1978 to market the area as a single destination. As a nonprofit organization, the DFWATC represents more than 40 cities and multi-county areas in North Texas. Its more than 150 members include area convention and visitors bureaus, chambers of commerce, hotels, tourist attractions, transportation companies, entertainment venues, tour operators, airlines, airports, shopping centers and restaurants.

Council chairman Jim Brothers said the organization was impressed with the agencies’ “blend of strategic thinking and creative ideas. Their presentations delivered a room full of nodding heads.”

“Our challenge is to make a very large and diverse region of the country feel personalized and accessible,” said Door Number 3 creative director Prentice Howe.

Separately, in North Carolina, Loeffler Ketchum Mountjoy retained the state’s tourism division for five more years after defeating four undisclosed contenders.

In addition to touting North Carolina as a vacation and film production destination, the shop is tasked with promoting the state’s wine industry nationally and internationally. The state spent $8 million last year in measured media and said the budget would not change moving forward.

“The review panel thought LKM’s program was innovative and consistent with the current brand strategy that seems most appropriate in today’s marketplace,” said Lynn Minges, executive director of the division.

The independent Charlotte, N.C., shop’s other clients include Georgia-Pacific Building Products, Cargill’s bio-products division and the U.S. National Whitewater Center.