'Hot' South Africa Turns To PR for Tourism Boost

As South Africa becomes a viable—if not flourishing—tourist destination, South African Tourism has hired Peter Martin Associates to handle public relations in the U.S. following a review of several tourism PR specialist shops.

Stamford, Conn.-based PMA defeated Jensen/Boga, M. Silver Associates, Nancy J. Friedman Public Relations and incumbent Patrice Tanaka & Co., all in New York, sources said. Independent PT&Co. had handled the account since March 2001. It’s the second tour of duty for PMA, which held South Africa’s PR account for a year before PT&Co took over.

“We try not to pitch accounts we don’t have an emotional connection to,” said PMA chairman Peter Martin.