Case Studies
Cayman Islands – Looking for PR and Creative Agency
Cayman Islands had grown in popularity over the years, but they felt like they could do a better job of getting press for their islands and do a better job of communicating and showcasing the islands’ value.
Situation/Background
The Cayman Islands was an island in transition and an island facing growing international competition. The investment on the island was growing and with the recent addition of new markets (like Dallas/American Airlines), there was a need to find an agency with the experience and global footprint that could take their business to a new and better level.
Search Requirements
The Cayman Islands was looking for two agencies (one PR and one Creative) to replace their existing firms. These firms not only needed to showcase their acumen in the travel/tourism space domestically, but they also needed to prove out their capabilities in other destination markets outside the U.S.
Agency Selection
RSW/AgencySearch reviewed the credentials of over 30 agencies using a metric-based assessment on a number of different dimensions and narrowed down the search to 15 agencies (7 PR, 7 Creative, and 1 PR/Creative) for the RFP phase of the review. RSW/AgencySearch submitted recommendations in writing for each of the agencies evaluated. 3 of each type of agency was selected to present. In the end, TBWA’s BrightRed was selected as their new Creative shop and CoynePR was selected as their new PR firm. Feedback from TBWA and CoynePR (and the client) has been extremely positive.
