YPB&R Wins Honduras Tourism Account

BOSTON Yesawich, Pepperdine, Brown & Russell said it has been tapped for North American advertising and public relations duties by the Honduras Institute of Tourism.

YPB&R in Orlando, Fla., said it would assist the Central American country with media relations and advertising primarily within consumer and trade news outlets that regularly include travel and tourism, recreation, lifestyle and related coverage.

The agency said the budget is about $1 million, which is approximately the same amount the client spent in domestic measured media last year, per Nielsen Monitor-Plus.

YPB&R was one of several firms that competed for the business. Freelancers and firms working on a project basis had handled most of the work in the recent past.

Honduras has previously advertised in niche magazines aimed at sports fishermen and divers. Ads have been themed, “One small country: three wide worlds.”

That positioning is being assessed and it is likely that an entirely new brand-building approach will be taken by YPB&R.

Initially, the agency has crafted print and banner ads to support the Copan Congress, a special historical and archeological conference being staged in Honduras in June.

YPB&R is an independent travel specialty shop with more than 100 total staffers and outposts in Hollywood, Calif., New York, Honolulu, London and Sao Paulo, Brazil.