Machu Picchu

Peru is stepping up its PR activity as it attempts to deflect attention away from its cocaine trade.

The South American country wants to capitalise on burgeoning travel to the continent and has brought in Hills Balfour Synergy as its first retained agency.

The account represents one of the first UK travel briefs ever to come out of the impoverished continent.

Peru is famous for Machu Picchu, a ‘lost’ Incan city that retains much of its form and is a pilgrimage for thousands of travellers every year.

But the country has also come under attack, most recently in The Economist, for being the second largest exporter and producer of cocaine globally, behind Colombia.

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