AUSTIN—The Greater Austin Chamber has selected TateAustin, a locally based public relations firm, to develop and execute the $3.5 million Opportunity Austin communications initiative over the next four years. The initiative is the first of its kind for the region.
TateAustin and five partners—including global public relations firm Ketchum—are assigned to create a marketing theme for the Greater Austin region and to make a compelling case that the region is the best choice for businesses seeking to move or expand. Campaign elements will include an integrated advertising/public relations campaign and creation of a new website that will be first point of contact for site selectors and business executives researching possible sites. About 65 percent of the budget is expected to be spent on PR.
“We believe that TateAustin has an integrated approach to the project, a team in place, economic development experience and the passion to successfully execute this challenging mission,” says Chamber president Mike Rollins. “The selection committee deliberated long and hard to select the team that could best perform the functions outlined in the request for proposal and to provide the communications assistance necessary to net 72,000 new jobs in five years.”
TateAustin partners will include: Milkshake Media, a local creative and interactive marketing firm; Ketchum, which will handle media relations, with an emphasis on the east and west coasts; Dandy Idea, a local graphic design firm owned by Greg Barton; I.D. University, a national branding firm; and Wilson Research Strategies, a Washington D.C. based research firm.
“We can’t imagine marketing a product or a place more interesting than Austin,” says Dave Shaw, TateAustin vice president. “The Chamber has set clear goals for this initiative and we’re excited to help achieve them. We chose top talent to be our partners, and our team shares a passion for this region that will drive our work.”