LOS ANGELES: Lagrant Communications (LC) has been retained as the African- American AOR for the Bahamas Ministry of Tourism.
LC began work on the account on September 1. The agency beat out Chicago-based Burrell Communications in the final round of the decision.
LC plans to target African Americans in the 25- 54 range, with a secondary audience of active senior citizens. During February, Black History Month, PR plans include radio vignettes presenting audiences with little known facts about the Bahamas.
"We're raising the level of awareness among African Americans in the United States to consider the Bahamas as a destination for vacation, business, investments, weddings, and the like," said Kim Hunter, president of LC.
The contract for the account is set to run through next June with an opportunity for an extension at that time.