CHICAGO—The government of Puerto Rico has expanded its relationship with Edelman to include support for the Rums of Puerto Rico marketing campaign. Edelman’s Chicago office will position rums made in Puerto Rico as the finest in the world. The Rums of Puerto Rico include brands such as Bacardi, Captain Morgan, Ron Rico and Don Q.
Edelman will be responsible for identifying, training and scheduling interviews for a Rums of Puerto Rico brand ambassador; developing a proactive news bureau program; coordinating familiarization trips; and supporting all other marketing initiatives such as sponsorships and trade shows.
Edelman’s experience working for the government of Puerto Rico was a compelling factor in winning the business. In May, Edelman’s tourism practice in Chicago and New York and public affairs group in Washington, D.C., began working on a multi-faceted campaign promoting tourism and economic development on the island.
Edelman’s extensive beverage experience was also a key factor. The agency has worked for brands including Korbel, Southern Comfort, Bacardi, Absolut, and Coors Light.