South African Tourism Selects PMA

BOSTON Peter Martin Associates has been chosen to handle public relations duties in the U.S. for South Africa’s tourism program following a review of several travel specialty shops.

Stamford, Conn.-based PMA bested Jensen/Boga, M. Silver Associates, Nancy J. Friedman PR 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.

PMA also works for the Jamaica Tourist Board and has handled similar efforts for the U.S. Virgin Islands and Argentina.

Manhatten Beach, Calif.-based Myriad Travel Advertising, South Africa’s general agency, broke a print campaign in February tagged, “What will your South African story be?” The work also highlights the affordability of a South African vacation. PMA will work in conjunction with Myriad’s advertising initiatives.