MIAMI: The Nicaraguan Tourism Board has tapped PPR Communications to create a North American marcomms campaign for the once war-torn South American country.
Ginny Craven, PPR founder and partner, said there were three finalists for the business. Billings were undisclosed.
Areas of focus include tourism, branding, and reputation management. PPR will provide media relations, direct marketing, corporate communications, promotion, and business-to-business communications.
?Nicaragua has emerged after many years of being out of the tourism arena,? Craven said. ?We were really sensitive to what they needed and where they wanted to go.?
Craven said that even the most adventurous tourists know little about the country, and that her agency would help it highlight its culture, food, and niche opportunities.
?We?ll pursue a tiered approach, starting with more general information, and then we?ll drive down to the niche [markets],? Craven said, counting surfing, eco tourism, fishing, and folkloric traditions as potential niches.
Craven said that media relations will be a major part of the strategy, but the tourism board is also considering participation in some travel trade shows. Craven said that her team of five would also plot strategy with travel industry partners like airlines and travel offices that are already working with the country.
The agency also wants to reinforce Nicaragua?s safety, pointing to Interpol and United Nations statistics that show the country is one of the safest in the Western Hemisphere.
This is PPR?s first national tourism account, although it is the AOR for Port Antonio, Jamaica. Nicaragua has not worked with an agency for the past few years.