CONCORD, NH: Louis Karno & Company Communications, a six-person shop, has won a year-long account to be AOR for Portugal's trade and tourism to promote the country in the US.
Billings and finalists were undisclosed. The agency had been working to promote the nine islands of the Azores for two years, and Louis Karno President Jayme Simões is of Portuguese descent.
Simões said the agency's work would be "true media relations" with a focus on sending out sector-specific newsletters, rather than bombarding journalists with hundreds of general press releases or setting up junkets.
"In working with previous travel clients, we've tried to perfect a media relations philosophy where we focus on fixed, targeted newsletters about things [like] romance, adventure, and relaxation," Simões said. "It takes a little more time, but journalists appreciate it."
Simões said the agency would highlight Portugal's wine, castles, and beaches, among other elements.
"There are whole portions of Portugal that journalists have not written about," Simões said. "Portugal is a wonderful country, and there is a lot more there than most people in the US know."
He will also broker partnerships with organizations like US Airways, which will begin flying to Portugal in June. The agency will help launch an innovative news room using new technology and use unspecified new media to reach new audiences.
While the agency will, in part, differentiate Portugal from other European countries and sell it as a stand-alone destination, Simões said that Spain and Portugal will likely work together on some campaign to get people to visit both countries on the peninsula.