WSW Unit Combines Travel, Entertainment Expertise
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WSW Unit Combines Travel, Entertainment Expertise

Weber Shandwick’s travel marketing practice in New York is partnering with the firm’s Rogers & Cowan entertainment marketing unit in a venture that will create promotional tie-ins and product placement opportunities.

Paul Holmes

NEW YORK, April 29—Weber Shandwick’s travel marketing practice in New York is partnering with the firm’s Rogers & Cowan entertainment marketing unit in a venture that will create promotional tie-ins and product placement opportunities for travel clients who want to be featured in high-profile TV shows, movies, and entertainment events. 
 
According to travel practice president Rene Mack, the new initiative taps into and expands existing relationships with the entertainment industry to position destinations and their entertainment-related attributes above and beyond the competition.
 
“We see an increasing need from our clients to integrate the worlds of entertainment and travel marketing,” says Mack. “Our practice groups are interconnecting to collaborate and provide clients with enhanced or new services and opportunities.”
 
The Bahamas Ministry of Tourism is the first Weber Shandwick client to take advantage of the new “Destination: Entertainment Marketing” service. It has achieved placements on Judging Amy, Dawson’s Creek and Grounded with Life, and the firm is currently working with shows such as NYPD Blue and Ally McBeal.
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