development team links with tourism bureau's ad agency
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.
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.
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
goal, he said, is to try to influence decision-makers at companies
to relocate or expand here as well as retain businesses already here.
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.
we compete against aren't just selling fun and sun," Mr. Nero
said. "We have an excellent product but no one knows about it."
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
are uniting forces, not duplicating efforts," he said.
agencies will use the services of Turkel Schwartz & Partners.
concept is an absolute no-brainer," said William Talbert, president
& CEO of the tourism bureau. "Using two different agencies would
have caused problems."