LONDON: Pagefield Diplomat was awarded a three-year contract for the Falkland Islands to make the destination relevant to the younger generation of Britons. Edelman previously worked on the account.
Pagefield's specialist overseas government arm won a tender process managed by the Falkland Islands government, which involved pitching via video conference.
Lying 8,000 miles away from the UK, the Falkland Islands are well known to older Britons due to the 1982 war with Argentina, but the islanders are concerned about misconceptions from people born later, such as lack of clarity about who the islanders are and where the islands are located.
The UK media relations brief also charges Pagefield Diplomat with playing up the islanders' ties with Britain, the islands' rich natural environment, and their self-sufficiency outside the defense arena.
Led by Pagefield's Florence Quirici, the account team includes two staffers who have previously lived in the Falklands for a few months.
The five-figure contract does not include public affairs, which is understood to be handled by Sukey Cameron, the Falklands' representative to the UK.
Pagefield will report to Falkland Islands government CEO Keith Padgett, who said, "Pagefield's integrated offer, experience across key territories and unparalleled understanding of the Falkland Islands and the UK media and political landscape means it is uniquely suited to working for our government."
During Edelman's three-year stint, which covered both UK and global media relations, the agency dealt with the 30th anniversary of the war, the deployment of Prince William to the islands, and a referendum on their future.
Edelman stopped working with the Falklands earlier this year and did not re-pitch for the business, though it engaged in discussions about continuing on the account.
Nick Barron, executive director at Edelman, said, "The people of the Falkland Islands have the right to self-determination under international law. This fundamental point often risked getting lost in the international debate – our job was to ensure that it didn't."
This story originally appeared on the website of PRWeek.