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Tourism & Travel

For over half a century, Everett Clay Associates (ECA) has been actively involved with the tourism, resort and travel industry not only in South Florida but throughout the United States, Europe, Canada, Latin America and the Caribbean

DESTINATION
ECA most recently handled Hispanic media relations for the Jamaica Tourist Board. Previously, ECA implemented bilingual communications strategies in the U.S. and Canada for the Government of Aruba. The firm netted over $3 million in media coverage during its four-year tenure including a three-part series on Univision's "Despierta America," two recurring segments for The Weather Channel's "Atmospheres" and a weeklong feature in VH-1's "Top 20 Video Countdown."

TRAVEL BY AIR
Representing British Airways throughout the Caribbean and Southeastern United States for more than a decade, ECA was responsible for maximizing public awareness of the airline through media placements and the creation of specific publicity events.

New opportunities were explored in off-line areas that would result in publicity and additional sources of revenue. ECA worked closely with British Airways' U.S. headquarters in New York as well as the local sales and marketing staff to raise public awareness for the company. The firm also represented Lauda Air.

TRAVEL BY SEA
ECA was asked to kick-off the Scandinavian World Cruises tour out of Port Canaveral, Florida. ECA's responsibility was to gain as much advance publicity for the cruise line as possible in order to generate first tour bookings. The project, which had a modest budget, was widely received not only in statewide media but also throughout the Southeastern U.S.

TRAVEL BY LAND
Cruise America, listed on the American Stock Exchange, is the country's largest renter and seller of recreational vehicles. Headquartered in Miami, Cruise America has more than 100 rental centers in the U.S., four in Canada and seven affiliates in Europe.

ECA implemented all media coverage in the U.S., Canada and Europe. ECA determined which charity organization affiliations would be most beneficial. All requests for discounts, trade-outs and promotional events came to ECA to determine legitimacy and potential for enhancing Cruise America's image.

HOTEL MANAGEMENT
ECA represented Premier Resorts & Hotels internationally and was responsible for obtaining media coverage for its three properties in the Dominican Republic: Casa de Campo, The Hispaniola Hotel and The Hotel Santo Domingo.

The firm also acted as a liaison between Premier Resorts & Hotels and the City of Coral Gables involving the acquisition of the luxurious Biltmore Hotel.

ECA increased awareness of the Biltmore Hotel worldwide through the use of media placements. Broadcasts, as well as various means of print media, (i.e. magazines, newspapers and trade publications) were used. The firm also guided management at the Biltmore Hotel on special promotions and community activities.

OTHER TOURISM PROJECTS
ECA handled all national and international media traveling with Pope John Paul II while in Florida in conjunction with the Archdiocese of Miami, Secret Service, White House and Manning Selvage & Lee, Washington, D.C., representing the U.S. Catholic Conference.

ECA designed, planned and implemented the concept for the grand opening of the Radisson Plaza Hotel in Miami for community leaders and the travel trade media. When the "I Love New York Campaign" was spread across the nation, ECA distributed the message throughout Florida.


Case Studies
 Aruba Targeting U.S. Hispanic Market
 Jamaica Tourist Board Seeks Hispanic Media Coverage
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