The National Institute of Adult Continuing Education (NIACE) Dysgu Cymru has hired the agency to run a three-month campaign. It wants to focus on human interest stories from around Wales that 'demonstrate the real benefits of lifelong learning in areas such as economic prosperity, health and social inclusion'.
Adult Learners' Week takes place from 17 to 24 May. The consultancy will promote the 22 'learning festivals' taking place across Wales during the week as well as themed days such as Silver Surfers Day and Learning at Work Day.
The campaign will be the first to be delivered jointly by the PR team that spans Freshwater Wales and Merlin, the integrated PR and marketing agency acquired by Freshwater UK on 1 February.
NIACE Dysgu Cymru assistant co-ordinator Rhydian Thomas said: 'We were looking for the PR activity to dovetail effectively with our wider marketing activity, as well as the work being done by local authorities and learning providers.'
Cardiff-based Merlin was acquired by AIM-listed marcoms group Freshwater earlier this year (PRWeek,8 February). Freshwater paid £1m in cash, shares and future profits for Merlin.
Last year, it paid £2.24m for public affairs firm Waterfront (PRWeek, 4 December 2007).