Last month will long be remembered at SMW Advertising.

In May, the Toronto ad agency won the coveted $10-million-plus Wal-Mart Canada broadcast account, and then managed to keep the $8-million Ontario Ministry of Culture Tourism and Recreation business along with Promanad Communications, the other incumbent, for another three-year term.

Promanad will continue to run the domestic portion of the tourism assignment, which is directed to travellers in Ontario, Quebec and Manitoba.

smw will retain international activities in the u.s. and selected overseas markets.

smw President Rob Lawrie says international advertising for Ontario Tourism consists primarily of magazine advertising in the u.s.

tv and radio were previously part of the mix, but a declining budget, down to $8 million this year from $14 million in 1991, has seen the end to that.

There are two components to the u.s. strategy – an image campaign and partnership newspaper advertising with Ontario hotels and attractions.

The image advertising has appeared in consumer publications such as Parade and People and focusses on remarkable aspects of tourism in the province, for example, the world’s biggest fireworks display.

Lawrie says that strategy has been developed further for campaigns in Japan and European countries, including Britain, France, Germany, Italy and Spain, although he says media plans have not been finalized.

Because the ministry has closed its international offices, smw uses consultants in each country to help with research and other facets of the advertising campaigns.

Also on the short-list for the tourism business were Axmith McIntyre Wicht, Geoffrey B. Roche & Partners Advertising, Goodgoll Curtis, Padulo Integrated and Weaver Tanner & Miller.