Letters

J. Walter Thompson on the Incident at Machu Picchu

Iwant to respond to the Adweek article [Shoptalk, Sept. 18] regarding J. Walter Thompson’s commercial shoot for Cusquena Beer, conducted at Machu Picchu (the fabled lost city of the Incas in Peru). The following letter was sent to all media outlets that wrote about the story:

The Cusquena Beer advertising campaign has paid homage to the local traditions and treasures of Cuzco for over a decade. It has reinforced the origin of the brand and, in so doing, promoted the many attractions of the region.