PRWeek understands Pakistan officials are in talks with agency Weber Shandwick on shaping the reputation of the country during 'Destination Pakistan 2007'. PRWeek sources say the Pakistan Tourism Development Corporation has set budget aside for a PR and advertising campaign this year.
Col. Talha Saeed of the High Commission for Pakistan in the UK told PRWeek that agency backing would be 'welcomed'.
The disputed region of Kashmir between India and Pakistan remains the world's most militarised territorial dispute, despite the improving talks since an earthquake devastated the region in 2005.
WS declined to comment.