MIAMI: Fleishman-Hillard is working with El Salvador on its first international campaign, which is designed to encourage foreign investment in the country.
In the past two years, foreign countries have invested some $500 million in El Salvador. About 60% of that figure has come from the US.
The government agency leading the issue, PROESA (which stands for Promoting Investment in El Salvador) launched "El Salvador Works last week, with a goal to double the rate of foreign capital by 2004.
Fleishman will manage both the PR and advertising components of the campaign.
"One of the key factors in a country's investment promotion is credibility and trust, which you gain through PR far more than you do through advertising, said Rissig Licha, EVP and managing director of Fleishman in Miami and Latin America.
The advertising component will focus on trade publications specific to El Salvador's industrial capabilities, which include agribusiness, textiles, light manufacturing, electronics, and call centers.
Among the selling points are the fact El Salvador has the lowest interest rates in Central America. The Heritage Foundation and The Wall Street Journal have also placed El Salvador among the two most open economies in Latin America for the past three years.
For Fleishman, the account reinforces the firm's interest in working with governments and public entities in promoting the interests and reputations of different countries. The agency also works with Mexico on boosting the number of tourists from North America.
Fleishman previously helped PROESA with a project that researched perceptions of El Salvador.