The Cyprus High Commission Trade Centre is investing in a two year UK
public relations campaign to promote its national produce.
The Leedex Group has been recruited to manage the campaign, which will
be largely trade-based with elements of consumer public relations.
The pounds 100,000 fee and budget contract, clinched last week after a
five month selection process, was previously held by The Rowland
The account covers the promotion of fruit and vegetables under the
Cypria brand, Cyprus Wines and Halloumi cheese. Leedex will also
publicise Cyprus as a centre for professional services and industrial
products, such as shoes and furniture.
The contract is being headed by Leedex deputy MD Sarah King, who worked
on the account at Rowland between 1986 and 1993.
King said that the campaign would aim to strengthen relationships with
individual importers and distributors and to develop links with multiple
retailers and off-licences.
Consumers in London, Manchester and Birmingham will also be targeted
with recipe booklets, with the aim of positioning Cypriot produce as the
latest food trend.
‘Cypriot food is becoming more fashionable in line with Greek food,’
The Trade Centre previously used Leedex on a project basis in April to
manage PR for a CBI conference.