WestWayne Gets to Package Florida Entertainment

WestWayne has won the $6 million advertising account of the Orlando/Orange County Convention and Visitors Bureau.

The Tampa, Fla., office topped Turkel Schwartz & Partners of Miami, Interpublic Group’s Hill/Holliday in Fort Lauderdale, Fla., and Euro RSCG McConnaughy Tatham of Chicago, a unit of Paris-based Havas, in a review. Incumbent Cramer-Krasselt in Orlando, Fla., did not participate.

The account win is the first for the shop’s new general manager, Adrian Marrullier, and the third this year for the Atlanta-based agency’s Florida outpost. Last month it secured the $8-10 million account of Hops Restaurants, a division of Madison, Ga.-based Avado Brands, and the Museum of Science and Industry in Tampa. Billings for the latter account were not disclosed.

“WestWayne showed a clear understanding of the needs of the industry and presented a sound creative execution,” said Jose Estorino, senior vice president of marketing for the client.

Historically, the bu-reau has promoted its tourist attractions by advertising in travel industry magazines and brochures.

In its pitch to a review committee that included representatives of Disney, American Express and Universal Studios, the agency approached Orlando’s marketing problem—how to distinguish the city from its tourist attractions—strategically, according to Marrullier.

“Orlando is more than Disney and Universal,” said Marrullier. “It’s one big entertainment zone and it should package itself that way.”

Marrullier suggested that Orlando/Orange County should sponsor national television programming such as American Idol 2.

“That’s the sort of thing that could be brought to you from Orlando,” he said, comparing the idea to New York’s Macy’s Thanksgiving Day parade.

The agency’s new marketing strategy also calls for a shift in demographic targets to include adults without children and European tourists, especially from France, Italy and Spain.