Initiative Scores With Peru Tourism

NEW YORK PromPeru, the tourism bureau of Peru, has awarded its estimated $10 million U.S. media buying and planning account to Initiative Media, an agency representative said.

Initiative’s Los Angeles and Lima, Peru, offices collaborated on the review and will now share buying chores. The L.A. office will handle planning.

A representative for the Interpublic Group shop said the initial assignment to help promote travel to the South American country will begin in the second half of this year. Additionally, the work could potentially be expanded to include European nations such as Germany and France sometime in 2004, a source said.

Initiative bested WPP Group’s MindShare and Mediaedge:cia, New York, as well as Publicis Groupe’s Starcom, Chicago.

There was no incumbent for U.S. media chores, as the client has done no domestic advertising in recent memory.

Global creative chores handled by WWP’s J. Walter Thompson, New York, were not included in the review.