Edelman teamed up with advertising agency M&C Saatchi to land the account following an integrated PR and ad pitch. It has also enlisted US-based partnership marketing firm BVK to recruit sponsors for the campaign.
It is understood the campaign will encourage Britons to look beyond America’s brash image and to experience ‘the real thing’.
Edelman will handle the account out of its operations in London, Washington and Chicago.
Edelman UK joint chief exec Nigel Breakwell said the PR element formed at least ten per cent of the campaign budget.