MACPHEE + PARTNERS PROMOTING THE SUNSHINE STATE
By Adnews Staff
Toronto-based MACPHEE + PARTNERS is working to promote the sunshine state to Canadians after being picked by VISIT FLORIDA which is the state's tourism division. MACPHEE will be handling the marketing communications in Canada, targeting leisure, incentive travel and the travel trade sectors. Previously the account was handled by Fahlgren Advertising and Communications of Tampa, Florida but the business was awarded to MACPHEE following the agency's public relations work for the tourism division. Print advertising in newspaper and magazines, radio spots, public relations and promotions, will launch the fall/winter vacation season. The agency will also be working with airlines and tour operators to coordinate a new co-op advertising initiative. "Part of Canada's heritage is making Florida their sun vacation spot," said Craig Mezo, MACPHEE + PARTNERS vice president, account director. "Our mandate is to work closely with the travel trade to drive visitation to Florida. With our total communications approach we're well-positioned to ensure that Canadians continue to recognize Florida as the ultimate vacation destination."