Tourism group Brand USA sticks with Ogilvy PR as global media relations partner

Ogilvy Public Relations has been retained by Brand USA as its global partner for media relations.

Mount Rushmore (Photo from Brand USA)
Mount Rushmore (Photo from Brand USA)

WASHINGTON: Brand USA has retained Ogilvy Public Relations as its global media relations partner, the tourism organization said in an intent-to-award notice posted on Monday.

Contract details were not immediately available, with the notice stating the pact is "subject to the execution of a written contract."

An RFP released at the end of September revealed that Brand USA was looking for a firm to support its efforts to become "an ambassador for US tourism worldwide," through initiatives including media relationships and opportunities and domestic partnerships. A budget was not disclosed in the RFP.

Brand USA previously worked with Ogilvy PR but had reached the end of its contract with the WPP firm. The public-private partnership brought on Ogilvy as its first PR agency partner in Brazil late last year.

Jennifer Risi, MD of media influence and head of media relations for North America at Ogilvy PR, said the firm’s work will include supporting global media relations by driving message consistency and expanding its reach around the world. Its earned-media efforts will work to "drive top-tier global media" and help regional markets "have a consistent media strategy," she said.

The work will be based in New York. The firm also plans to bring in "other multi-disciplinary teams as appropriate," Risi added.

 "We have an emerging nation-branding competency for the agency," she explained, adding that the firm has represented nations such as Mexico, Colombia, and Peru.

A Brand USA representative was not immediately available for additional comment.  

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