BOSTON—BackBay Communications has been retained as a public relations agency by TD Bank, one of the 10 largest banks in the United States. BackBay will provide TD Bank with strategic communications services focused on driving media awareness of TD Bank’s commercial banking brand, capabilities and leadership position. According to Jennifer Morneau, public relations manager, TD Bank. “As a boutique agency, BackBay combines deep experience, knowledge and relationships in the financial sector, with the intimate client service and senior partner involvement so crucial to executing this kind of business-to-business public relations effort.”

NEW YORK—The Physicians Foundation, a nonprofit organization that seeks to advance the work of practicing physicians and improve the quality of healthcare, has retained CooperKatz & Company as its public relations agency. CooperKatz will function as the Foundation's communications “department,” providing a comprehensive spectrum of services including branding, public relations, website development, social media and creative services.

BOSTON—Crystal Lagoons, the Santiago, Chile-based company that purifies large bodies of water to create “the world’s largest swimming pools,” has selected Adam Ritchie Brand Direction to lead communications efforts for its US launch. The communications program developed by Adam Ritchie Brand Direction will target national business, science and technology, real estate and travel media. It will raise awareness of the company’s entry into the US and its new manmade cooling ponds, designed to cut thermal pollution from power plants, while conserving energy, water and aquatic life.

DETROIT—PhotoMedex has selected Airfoil Public Relations to cultivate consumer and physician demand for its XTRAC Excimer Laser. PhotoMedex tapped Airfoil to develop and execute a strategic local, national and trade media relations program to generate consumer awareness, preference and demand for its laser, a targeted phototherapy treatment for skin diseases such as psoriasis and vitiligo. Airfoil will also initiate a comprehensive communications program designed to drive prospective XTRAC patients directly to local physicians’ offices.

LOS ANGELES—grapevine pr, a lifestyle and entertainment PR firm, has added nine new clients, including Nandar Entertainment and its upcoming feature film, Finding Mr. Wright; Steel Gym, a New York-based workout venue; J TRAIN LA, an LA-based personal training service founded by Jeremy Manning; Embrem Entertainment and its upcoming feature films, Violet Tendencies and Going Down in LA-LA Land; TLA Releasing, one of America's largest film distributors, based in Philadelphia; filmmaker Susi Graf for her upcoming documentary, Lost in the Crowd; Blakk Flamingo Pictures for its upcoming indie horror movie, Bite Marks; Mikhail Tank, a performance artist, Dollar Baby filmmaker, and recipient of a Guinness World Record; and Dr. Frankie Bashan, a leading professional matchmaker, psychologist and relationship expert.

FORT WORTH, TX—Managed technology service provider Consuro and its sister company Enterhost have hired a new public relations and branding firm, Perception, to serve as their agency of record. Perception, owned and operated by Margaret Ritsch and Mark Lowther, will work to build Consuro’s brand visibility and strengthen its relationships with important stakeholders in the three Texas markets it serves: Dallas/Fort Worth, San Antonio and West Texas.

NEW YORK—Nancy J. Friedman Public Relations has added three new clients to the agency’s travel and tourism roster. NJFPR will oversee all PR efforts surrounding the opening for the Z Hotel in Long Island City, New York and has been named the domestic public relations agency of record for The Charles Hotel located in Harvard Square in Cambridge and LeSPORT/Body Holiday and Rendezvous in St. Lucia.

NEW YORK—5W Public Relations has added T-fal ActiFry to its roster of consumer clients. The T-fal ActiFry cooks using less oil. 5W will execute an integrated public relations program to promote T-fal ActiFry in the consumer marketplace. Key elements will include media and trade relations, social and digital media activations, celebrity integrations, co-branded partnerships, and special events.

NYACK, NY—Carolyn Izzo Integrated Communications is partnering with the European Travel Commission, a non-profit marketing organization comprised of 35 national tourism organization members who work to promote Europe as a tourist destination to important oversea markets. CIIC has been selected to work alongside US Operations Group to promote the ETC's web portal and all aspects of the internet marketing campaign.