Economic Development Team Links With Tourism Bureaus Ad Agency
Written by Candice Ventra on September 7, 2000
By Candice Ventra
Economic development officials have hired a local firm to build a $9 million global marketing campaign and unify efforts to lure new business with that of Miami-Dade County’s tourism agency.
Coconut Grove-based Turkel Schwartz & Partners, with a staff of 46, will be paid nearly $2 million to promote the area for at least a year as a business destination for companies, said Frank Nero, Beacon Council president & CEO. The ad agency’s work will be paid for with a combination of public and private money raised this year by the council, the county’s economic development arm.
Under the banner ‘Miami-Dade 2000,’ Mr. Nero said, their mission will be to get business executives to look at the county as a good place to do business.
The goal, he said, is to try to influence decision-makers at companies to relocate or expand here as well as retain businesses already here.
Cities such as Miramar, Jacksonville, Gainesville, Dallas and New York that compete with us in attracting businesses, Mr. Nero said, have similar marketing efforts in place.
"Locales we compete against aren’t just selling fun and sun," Mr. Nero said. "We have an excellent product but no one knows about it."
Beacon officials, Mr. Nero said, decided to coordinate marketing efforts with the Greater Miami Convention & Visitors Bureau for Miami-Dade 2000 because both organizations sell Miami as a destination to the same locations.
"We are uniting forces, not duplicating efforts," he said.
Both agencies will use the services of Turkel Schwartz & Partners.
"This concept is an absolute no-brainer," said William Talbert, president & CEO of the tourism bureau. "Using two different agencies would have caused problems."