Crystal Lagoons hires Adam Ritchie for US launch

PRINCETON, NJ: Crystal Lagoons, the Chilean company known for building the world's largest swimming pools, has hired Adam Ritchie Brand Direction (ARBD) to spearhead communications for its US launch.

PRINCETON, NJ: Crystal Lagoons, the Chilean company known for building the world's largest swimming pools, has hired Adam Ritchie Brand Direction (ARBD) to spearhead communications for its US launch after a competitive review.

The Boston-based firm began working with the company on a month-long assignment to publicize Crystal Lagoons' opening of its first US office, in Princeton, NJ, and its patented water-cooling system, which the company maintains can be used at thermal power plants in a safe way.

"I love seeing companies that have success in one area, in this case building giant swimming pools, and take their technology to be applied to something different to solve a problem in the energy industry that, in some ways, is more important," said Adam Ritchie, founder of ARBD.

Ritchie said the campaign will involve reaching out to magazines in the areas of business, real estate, science, and travel. He declined to offer a dollar amount for the project, but said it was "substantial."

The South American company specializes in purifying large bodies of water, without the need for much energy or chemicals, it claims. The company maintains its technique can be applied to cut thermal pollution from power plants, while conserving energy, water, and aquatic life. Its systems aren't in place at power plants to date, but Ritchie said Crystal Lagoons is in talks with two international energy companies.

Crystal Lagoons is best known for creating high-end beach resorts, like San Alfonso del Mar in Chile, and the $5.5 billion City of Stars luxury resort nearing completion in Egypt.

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