WASHINGTON: Brand USA, the public-private partnership responsible for promoting travel to the US, has appointed Ogilvy Public Relations as its first PR agency partner in Brazil.
The organization, which brought on Ogilvy following a competitive review, has tasked the firm with launching a campaign to promote the US as a travel destination in the South American country. Further information on the RFP process was not disclosed.
Ogilvy's Media Influence group is leading the account from its New York office with a team of three staffers, as well as two employees on the ground in Brazil, said Jennifer Risi, EVP of the unit.
The firm, which began working with Brand USA on December 1, will focus on driving visits and spending in the US from Brazilian travelers, explained Risi. The campaign will include travel trade and global media relations, event management, digital communications, and public affairs.
One goal of Brand USA, defined by President Barack Obama, is to reach 100 million tourists by 2021, and Brazil will be a large part of that strategy, added Risi.
While the firm is still defining its work for the organization, with meetings in the country scheduled for next week, Risi said Ogilvy will likely launch some efforts for the 2014 FIFA World Cup in Brazil.
In terms of social media, the agency will work with sister WPP agency JWT, which serves as Brand USA's creative firm and handles much of the organization's digital efforts.
Risi said the budget on the account is in the mid-six-figure range, and the contract will run through the end of 2014.
Representatives from Brand USA were not immediately available for comment.
In addition to Ogilvy, Brand USA works with destination marketing company Gate 7 in Australia and New Zealand and London-based creative and communications agency Black Diamond, which specializes in travel marketing, in the UK and Ireland.