MMG Worldwide will become the state’s new tourism advertising, marketing and public relations agency, the Colorado Tourism Office announced today.
MMG beat out three local firms for the contract – Karsh & Hagan, Pure Brand Communications and Praco, which has held the account since 2000. Las Vegas-based R&R Partners and New York-based Ogilvy were also in the running.
“While we had six very qualified agencies, we felt that MMG Worldwide presented the most comprehensive plan that can help us grow our marketshare and be more competitive in the future,” said Kim McNulty, division director of the tourism office.
MMG declined to say what its advertising message would be for the state. The contract will go into effect on Oct. 1 and MMG’s first ads will be visible next spring’s $10 million 2007 advertising, marketing and public relations effort.
“Colorado has been on our radar screen for a long time,” said Clayton Reid, MMG president and managing partner, who grew up in Fort Collins. “We have a great passion for the state.”
MMG works almost exclusively with travel industry clients, including the Missouri Division of Tourism, Starwood Hotels & Resorts, Hertz Rental Car and Broomfield-based Vail Resorts, Inc.
The company, which posts $100 million in annual billings, is headquartered in Kansas City, Mo. and has an eight-person office in Fort Collins. It has no plans to open another outpost in Denver, said Reid.
Colorado’s tourism office is flush with money, thanks to a roughly $14 million boost to its annual marketing and advertising budget. The additional funding was approved by the legislature in the spring and became available July 1.
Last year, the state’s tourism marketing budget was $5.5 million.
The tourism office was required to put its account up for public bid.
“With the higher budget, they had a lot more interest from out-of-state agencies,” said Eugene Dilbeck, executive director for the Center for Travel & Tourism at the Daniels College of Business at the University of Denver. “MMG has done a terrific job branding and positioning the state of Missouri.”
Colorado welcomed 25.9 million overnight travelers last year, up 1 percent over 2004, according to Longwoods International.
Staff writer Julie Dunn can be reached at 303-954-1592 or at jdunn@denverpost.com.
