Ketchum has inked a $35K-a-month contract with Ecuador’s Washington embassy, covering economic development, trade and tourism of the South American state of 14.5M people.
The contract became effective March 1 and runs through the year. It covers services such as ongoing strategic counsel, day-to-day campaign management, social media outreach, crisis PR, influencer outreach to think tanks/foundations, spokesperson trading and collaboration two white papers.
Ketchum created the “All you need is Ecuador” campaign, complete with a middle-age-sounding male voice reciting Beatles’ lyrics:
The government’s ad campaign sings a tune based on love, but Correa lays out a discourse founded on antagonism, while insulting his opponents and classifying all dissent as treason. What good is it to promote tourism to the outside world without first advancing the rule of law, our democracy, and the guarantee of individual liberty for Ecuadorians themselves?
In this context, the ad campaign appears to not only be geared towards boosting tourism, but also to countering the bad publicity the country has received during Correa’s tenure. There was little talk of Ecuador until the country began receivinginternational press recently, and not in a good way. Problems such as anauthoritatarian president, the persecution of media outlets, and support fortotalitarian regimes have demonstrated to the world an image of government that — far from “loving” — maintains control through fear.
While on the “loving” groove, Harvard to Host Correa, but No Free Press in Ecuador Can Cover It.