New Orleans-based advertising agency Peter Mayer has been appointed AOR for Mississippi Gulf Coast Tourism following a formal review with three other agencies participating in the final round. There was no formal incumbent.
The remit includes strategy, creative, media planning and buying, as well as some digital marketing components.
The initial work will include a comprehensive rebranding and awareness campaign for the region that consists of 62 miles of shoreline and 12 coastal communities in three counties (Hancock, Harrison and Jackson).
While the area has previously promoted itself using the "Stay awhile. You'll get it" slogan, Peter Mayer says it will completely overhaul everything to develop a new tagline, logo, and messaging, says Candace Graham, vice president, marketing director, Peter Mayer.
This partnership coincides with the naming of a new tourist director at the client--Milton Segarra, who is tasked with boosting awareness for this destination which is oftentimes overlooked by more familiar, but similar locales.
Segarra told the local Sun Herald newspaper he expects it could take an investment of $29 million over five years to elevate the brand to bring tourists, aided by a $45,000 grant from BP set aside to pay for the initial work.
The agency handles a number of other tourism accounts, including Asheville, N.C.; Arlington, Texas; Kennedy Space Center and The National WWII Museum.