News

LITTLE ROCK, Ark. (Dec. 11, 2009) – Arkansas advertising agency Mangan Holcomb Partners has been named the agency of record for Arkansas Delta Byways, the nonprofit regional tourism promotion association for the 15 counties of the Arkansas Delta.

“Mangan Holcomb’s deep connection to the Arkansas Delta makes this an ideal partnership,” said Dr. Ruth Hawkins, executive director of Arkansas Delta Byways. “Several members of the Mangan Holcomb staff hail from the Arkansas Delta, and the agency has historically represented a variety of agribusiness, financial, higher education and tourism clients in the region. Their extensive background in preservation and heritage tourism, as evidenced by client partnerships with the Department of Arkansas Heritage and Keep Arkansas Beautiful, assures us that the agency will successfully meet our unique marketing needs.”

In its new role, the agency will strategically plan and execute marketing communications efforts aimed at revitalizing the Arkansas Delta as a tourist destination and heritage attraction. Arkansas Delta Byways has also enlisted MarketSearch, Mangan Holcomb’s marketing research division, to audit and synthesize existing research pertaining to the Arkansas Delta. MarketSearch has also conducted consumer intercept surveys in five southeastern states to understand consumer travel and destination preferences.

The research compiled by MarketSearch was used to inform a Marketing Analysis and Planning System (MAPS™) session in October involving Arkansas Delta Byways staff and association members. This consensus-based information session will ultimately shape the strategic promotional plan.

“There is tremendous potential to develop what is an emerging area of tourism within Arkansas,” said David Rainwater, Mangan Holcomb’s chief operating officer and the Arkansas Delta Byways account supervisor. “We’re delighted to have the opportunity to help invigorate one of the most vibrant and culturally significant regions of the state and to deliver the Delta experience to visitors from all over the world.”

Arkansas Delta Byways represents a 15-county region in eastern Arkansas bound by a rich natural and cultural heritage. The counties include Arkansas, Chicot, Clay, Craighead, Crittenden, Cross, Desha, Drew, Greene, Lee, Mississippi, Monroe, Phillips, Poinsett and St. Francis. These counties are linked by two National Scenic Byways: Crowley’s Ridge Parkway and the Arkansas Great River Road (part of a 10-state route extending from Canada to the Gulf of Mexico).