NEW YORK: The Puerto Rico Tourism Company (PRTC) has expanded its relationship with Edelman as it seeks to ramp up outreach beyond the US and Mexico.
Edelman, already the PRTC's AOR in USA and Mexico, will now handle Spain and Canada as well. Billings were not disclosed. "We've had a great relationship with Edelman for the past two-and-a-half years, so we decided this year to go local with them in Spain and Canada," said Nelly Cruz, PRTC director of PR. While the company had previously used a freelance PR pro in Spain, it has never marketed directly to consumers in Canada. Cruz said the agency is helping the company with media outreach, event planning, and cross-promotional opportunities. Julie Freeman-Bradler, SVP, who will lead Edelman's team, said the agency expects to taut Puerto Rico's cuisine, adventure activities, spa, and golf assets both through travel, general interest, and niche media.