Press Release- Miami Agency Hits The Road to Pitch Mississippi Gulf Coast Tourism Account

June 30, 2004

Research reveals Mississippi GulfCoast regulars visit several times a year to escape their routine lives. They also admitted that yes, they come here to gamble – mostly – but they really like being able to say they visit for other reasons. Without alienating their regular guests, our task is to attract more of the “venturers” with the positioning that Mississippi GulfCoast is much more than a great casino vacation – it's also deep-sea fishing, great golf and spas, authentic cuisine and history, local art, and of course, sunny beaches.

Forty agencies from 14 states submitted responses to the CVB's request for proposals. TURKEL was one of eight finalists that made a creative presentation to the CVB selection committee on Friday, June 18th. The road trip, dubbed the "2004 TURKEL Mississippi Gulf Coast or Bust RV Adventure Tour", was an opportunity for the creative team to immerse themselves in the area's sights, sounds, tastes and culture. What they learned along the way shaped the work that was presented on the 18th.

"What we're doing is unusual, but when you think about it - the way all pitches should really be done," said Bruce Turkel, CEO and executive creative director of TURKEL. "There's far too much winging it. Far too much guesswork. Far too much reliance on hunches. We're hoping to uncover compelling facts, truths, and previously unconsidered tactics."

While their competitors were toiling away in the comfort of their air-conditioned offices, TURKEL's team set up a complete wireless network and did everything from drawing up concept boards to editing daily-shot video footage from the confines of their RV. And if that wasn't enough, they delivered daily uploads of photos, observations, wise-cracks and other tasty tidbits onto a specially created Web site, www.turkel.info/mississippi/ that will serves as a documentary of the tour.

The members of the 2004 TURKEL Mississippi Gulf Coast or Bust RV Adventure Tour are:

• Bruce Turkel
  (Owner, Executive Creative Director and Blues Harmonicist)
• Danny Turkel
  (Son and Gopher Extraordinaire)
• Soren Thieleman
  (Newly-Hitched Nordic Art Director Guy)
• Greg Wheeler
  (Serial Monogamist Writer Guy)
• Cesar Cintron
  (Techy Web Guru-All Things Computerish Guy)

Please visit www.turkel.info/mississippi/ to see the tour movie and journal.

For more information, contact:

Marlisa Shapiro
public relations, TURKEL at 305-476-3516

Jeanne Sullivan
assoc. VP, media relations, GMCVB at 305-539-3084 / cell: 305-401-3636

link to press release

Press Release- New Advertising Agency Network Offers Multinational Companies Global Reach With Local Expertise

June 30, 2004

Miami, FL Owners of Latin America's leading advertising agencies will gather in Miami on May 27th and 28th to announce the official launch of RED (Spanish for network), a network of independent agencies created to serve the needs of multinational companies doing business in the region.

The advantages of working with RED over a global agency conglomerate is that each agency in the network is autonomous, assuming the role of lead agency in their market while fostering a culture of collaboration among the network partners. As clients expand into new markets, they don't experience a loss of momentum or learning curve associated with hiring a "new" agency to service their business in that country. Member agencies provide clients with in-depth knowledge and insights into the culture, demographics and nuances of media consumption in their markets. And clients deal directly with agency owners.

RED was conceived by Roberto Schaps, president of TURKEL, a brand management firm located in Miami. "I created the network out of a need - we were working with brands like Discovery Networks and HBO who needed local media planning and placement and promotional support in multiple markets," said Schaps. "I traveled throughout Latin America looking for like-minded agencies whose business philosophies matched ours. Essentially, the only differences between the network members are the agency name and language spoken."

"We share a chemistry and a level of trust that allows us to do business on a handshake," said Román Rodríguez, director general, Grupo Ñ in Spain, "I know I can refer a client to our agency in Mexico and they will be in good hands."

According to Schaps, the network will continue to grow organically as a client need arises. "We just brought in an agency in Puerto Rico to service our client, Sol Meliá Hotels & Resorts for the launch of Paradisus Puerto Rico, their new all-inclusive resort in San Juan," he said.

RED is a network of Iberoamerican non-competitive, independent advertising agencies throughout Latin America, Europe and the Caribbean providing companies with local market intelligence and consumer information. Currently, there are 7 member agencies located in Argentina, Brazil, Colombia, Mexico, Puerto Rico, Spain and the United States. Through RED, clients have access to virtually every major media market in Europe, Central and South America and the Caribbean.

For more information, contact:

Marlisa Shapiro
public relations, TURKEL at 305-476-3516

Jeanne Sullivan
assoc. VP, media relations, GMCVB at 305-539-3084 / cell: 305-401-3636

link to press release

Press Release- New Campaign Seeks To Restore Coconut Grove's 'Laid Back' Image

June 30, 2004

Miami, FL With the launch this Summer of a new brand campaign for Coconut Grove, Florida, tourism officials and area merchants hope to attract visitors to the village's funky, relaxed lifestyle. The campaign, created by advertising/branding agency TURKEL, will include print ads, transit posters, bumper stickers, t-shirts, drink coasters, and even open/closed signs for local shops and restaurants.

The ads pair photos of colorful local characters like a salty fisherman and the owner the local barber shop with copy that evokes the charm and personality that defined the area during it's heyday in the 1950's and 60's. Back then, Coconut Grove was a thriving artist colony similar to San Francisco's Haight-Ashbury. In the 80's and 90's rising real estate prices drove away the artists and transformed the area into a trendy, though somewhat garish, tourist destination. Alongthe way, the Grove lost much of what made it unique and special.

"Coconut Grove is a great brand that misplaced it's identity", said Bruce Turkel, executive creative director at TURKEL. "Our message: 'Coconut Grove: Get Laid Back'' tells people what it feels like to be here. And, it clearly defines whatthe destination is all about - relaxation."

The coalition behind the campaign includes the Greater Miami Convention & Visitors Bureau, Coconut Grove Special Events and Marketing Committee, the Coconut Grove Parking Advisory Trust and a group of area hotels and merchants.

The group developed a marketing program with Norwegian Cruise Lines, which features Miami as a port of call on sailings out of New York. From now until mid-November, cruise passengers can enjoy a shore excursion to Coconut Grove for a day ofshopping, dining, entertainment, and relaxation, of course.

Founded in 1983, TURKEL specializes in total brand management through comprehensive, ideas-driven strategies. The agency has achieved national recognition for it's creation of "Brain Darts" - simple, compelling, powerful communications that break through the clutter of today's busy advertising environments and build desire. With billings of $60 million, TURKEL's clients include Bal Harbour Village Tourism, Bal Harbour Shops, Greater Miami Convention & Visitors Bureau, HBO Latin America, Kissimmee-St. Cloud Convention & Visitors Bureau, Partnership For a Drug-Free America, Peabody Hotel Group, Sol Meliá Hotels & Resorts, Sony Latin America, and TAM Travel Corporation.

For more information, contact:

Marlisa Shapiro
public relations, TURKEL at 305-476-3516

Jeanne Sullivan
assoc. VP, media relations, GMCVB at 305-539-3084 / cell: 305-401-3636

link to article

Press Release- Turkel's Print Advertising for Miami Tourism Honored by U.S. AD Review

June 15, 2004

MIAMI, FL - A series of print ads created by TURKEL for the Greater Miami Convention & Visitors Bureau (GMCVB) is featured in the latest issue of New York-based U.S. Ad Review Magazine as one of the best travel advertising campaigns in the country.

U.S. Ad Review editors search hundreds of magazines with an eye toward ads that are distinctive, whether its a striking visual or a compelling headline. "What first struck me about TURKEL's campaign is that it's a complete departure from traditional travel advertising" said Jane Kellner, managing editor of the quarterly publication. "And the unconventional media placement in fashion and lifestylepublications is an excellent strategy."

The campaign, designed to position Miami as a fashion brand, speaks in the same vernacular as designers like Dior, Gucci and Prada. The ads have little to no copy and feature shots of models wearing beyond-trendy styles in a varietyof uniquely Miami settings.

TURKEL has been creating successful national and international campaigns for the GMCVB since 1993. The advertising helped re-brand Miami, which Smith Travel Research ranked #1 in growth among the top 25 U.S. markets for hotel occupancy and average daily rate (ADR). More importantly, Miami ranked highest in RevPar(revenue per available room), the true measure of success in travel marketing.

Founded in 1983, TURKEL specializes in total brand management through comprehensive, ideas-driven strategies. The agency has achieved national recognition for its creation of "Brain Darts" - simple, compelling, powerful communications that break through the clutter of today's busy advertising environments and build desire. With billings of $60 million, TURKEL's clients include Bal Harbour Village Tourism, Bal Harbour Shops, Goldman Properties, Greater Miami Convention & Visitors Bureau, HBO Latin America, Jackson Health Systems, Kissimmee-St. Cloud Convention & Visitors Bureau, Miami Film Festival, Miami Performing Arts Center, National Partitions, Park Central Hotel, Partnership For a Drug-Free America - Miami Coalition, Peabody Hotel Group, The Salvadoran American Humanitarian Foundation(SAHF), Sol Meliá Hotels & Resorts, and TAM Travel Corporation.

Greater Miami Convention & Visitors Bureau (GMCVB) is a private, not-for-profit sales and marketing organization with 1,100 business members and four government partners. The GMCVB missionis to market Greater Miami & the Beaches as a convention, business and leisure destination.

For more information, contact:

Marlisa Shapiro
public relations, TURKEL at 305-476-3516

Jeanne Sullivan
assoc. VP, media relations, GMCVB at 305-539-3084 / cell: 305-401-3636

link to press release

Press Release- Miami Reinvents Itself as a Fashion Brand in Innovative Advertising Campaign

March 4, 2003

Creative Strategy Capitalizes on Miami's Fashionable, Hip Image.

In a complete departure from conventional destination advertising, the Greater Miami Convention Visitors Bureau (GMCVB) is launching a new advertising campaign that positions Miami as a designer fashion brand. The media strategy is equally unconventional, with ads scheduled to break in April in national fashion magazines like GQ, Maxim, W and In-Style.

TURKEL, GMCVB's agency since 1993, created this innovative strategic approach as a means of reinventing the Miami brand and countering perceptions that the destination has lost its celebrity-driven chic. The campaign speaks in the same vernacular as fashion designers such as Dior, Gucci and Prada, using little to no copy and steamy shots of models wearing beyond-trendy styles in a variety of uniquely Miami settings.

"We needed to turn destination marketing upside down, so we looked to the fashion industry for inspiration," said Bruce Turkel executive creative director of TURKEL, "Fashion advertising is not about selling product benefits, it's more about creating a sense of aspiration and desire a real sense of 'I want to be there.' And Miami is a must-have destination."

TURKEL hired noted fashion photographer, George Kamper of Miami-based KSC Studio, to create captivating images capturing the destination's sultry side. Miami is hot, romantic, sexy, vibrant, said Kamper. The idea with the photos is to celebrate the buzz, the sizzle and energy that is Miami, and to make people feel these things in a manner that's exciting, yet comfortable and inviting.

When the GMCVB's advertising account went up for review in July, Bureau members were looking for fresh ideas and a new direction."After 9/11, we realized we needed to take an edgier, more aggressive approach in our advertising," said GMCVB President and CEO William Talbert. "TURKEL demonstrated that they really understood our brand, where we needed to be image-wise and how to get us there."

To that end, the agency developed a strategic alliance between GMCVB and IMG, the largest personality, event and television/new media company in the world, to create a series of high-profile marketing programs. IMG's model division represents some of today's most famous supermodels including Gisele Bundchen, Heidi Klum, and Tyra Banks.

Miami talks the talk and it walks the walk, said Greater Miami Convention and Visitors Bureau Board Chairman Tony Goldman, of Goldman Properties, a man known for helping reinvent South Beach. We've got our own style, taste, flavor, great culture, great architecture and great beaches. We are humanly scaled, beautifully diverse with extraordinary dimension. We are The Riviera City.

Founded in 1983, TURKEL specializes in total brand management through comprehensive, ideas-driven strategies. The agency has achieved national recognition for its creation of Brain Darts simple, compelling, powerful communications that break through the clutter of today's busy advertising environments and build desire. With billings of $60 million, TURKEL's clients include Beacon Council, Flagler Holding Group, Greater Miami Convention and Visitors Bureau, HBO Latin America, Partnership For a Drug-Free America - Miami Coalition, Peabody Hotel Group, The Salvadoran American Humanitarian Foundation (SAHF), Stanton Group, Sony Latin America, and TAM Travel Corporation.

Greater Miami Convention and Visitors Bureau (GMCVB) is a private, not-for-profit sales and marketing organization with 1,100 business members and four government partners. The GMCVB mission is to market Greater Miami and the Beaches as a convention, business and leisure destination.

For more information, contact:

Marlisa Shapiro
public relations, TURKEL at 305-476-3516

Jeanne Sullivan
assoc. VP, media relations, GMCVB at 305-539-3084 / cell: 305-401-3636

link to press release

SOFlorida Magazine- Boomer Bands

Local execs are in tune with South Florida's music scene...

link to article

Miami Monthly Magazine- The Creative Approach

Bruce Turkel - A brand of his own... by Richard Westlund

link to article

Eurotrek.net- Tourists More Worried About Traffic Than Crime

Traffic a turn-off for tourists. By Douglas Hanks

link to article

Sun-Sentinel- Hurricane Wilma throws firms into "Extreme P.R."

Bruce Turkel, executive creative director with TURKEL in Coconut Grove, knows how bad the damage could have been...

link to article

AdAge- Florida Agencies Recover from Hurricane Wilma

Execs Learn Power of Backup Generators and Cash Is King...

link to article