LRCVB Hires Florida's Paradise Advertising, Names Mangan Holcomb as Local Partner

by Kyle Massey  on Wednesday, Jan. 9, 2019 2:57 pm   2 min read

Gretchen Hall

The Little Rock Convention and Visitors Bureau has selected a Florida-based leader in destination marketing as its agency of record, pairing Paradise Advertising & Marketing of St. Petersburg with Mangan Holcomb Partners of Little Rock to promote the city's leisure, cultural and dining attractions.

The one-year contract, which includes options for four one-year extensions, totals $600,000 for 2019, according to Gretchen Hall, president and CEO of the LRCVB, who described Paradise as "an award-winning, full-service integrated advertising agency."

The deal, which took effect Jan. 1, includes strategic consulting services, creative concept development and "pyschographic customer persona development and segmentation" to complement national media advertising, according to a news release from the bureau. "Specific media placement is still in the works," Hall told Arkansas Business.

She praised Paradise's history of success in promoting destinations for clients like Visit Savannah, LaPlaya Beach and Golf Resort and the city of Naples, Florida. She expects marketing campaigns to feature Little Rock's "amazing culinary scene" and other attractions to leisure travelers, convention planners, "eco-adventure enthusiasts" and sports groups.

"We partnered with Paradise to put Little Rock on the map as a must-see place to visit and stay," she said in the release. "With MHP handling central Arkansas, we feel we have a great team to propel us forward in the tourism space."

Barbara Karasek, CEO and co-owner of Paradise, said in a statement that her firm will "apply a data-driven approach to everything we do ..." Mangan Holcomb's Julie C. Robbins said in the release that MHP's work on the tourism bureau's website and its experience in Arkansas "will serve us well in attracting more visitors, diners, meetings, conventions and events in our hometown."

Sharon Vogelpohl, Mangan Holcomb's president, said that after working on the LRCVB website, her firm is "excited about the collaboration with Paradise and the benefits of their vertical expertise." Mangan was the first ad agency engaged 30 years ago by LRCVB, which uses proceeds from the city's advertising and promotion tax to market the region.

"We developed the 'Little Rock: Full of Surprises' campaign," Vogelpohl said. "We spent lots of time touring with the Paradise team and found that statement to still be true."



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