Puerto Rico Tourism Company appoints Edelman agency of record
By Adnews Staff
The Puerto Rico Tourism Company has appointed Edelman its global public relations agency of record. Since June 2002, Edelman has been conducting a public relations campaign for the organization intended to raise awareness of and increase tourism to Puerto Rico from the U.S. mainland and Mexico. The agency will now also work to increase tourism from Canada and Spain. In addition, the Mexican campaign will be expanded and a global news bureau will be instituted. These campaigns will seek to broaden Puerto Rico's relationship with the media, the tourism industry and consumers through niche market promotions, direct-to-consumer programs and other initiatives. "Edelman has helped to significantly raise Puerto Rico's visibility in the media over the past three years, generating positive stories that communicate the island's essence to our target audiences," said Nelly Cruz, the organization's public relations director. "They have helped us cement relationships with key media and have exposed us to many opportunities in the consumer lifestyle, entertainment, and niche markets. Based on these results, we are proud to extend our relationship with Edelman and begin utilizing their resources in other priority markets." The Puerto Rico Tourism Company is a public corporation responsible for promoting and regulating the tourism industry on that island.