CHICAGO—Zapwater Communications has been retained by Jewelers Mutual Insurance Company to support its personal jewelry division, Perfect Circle Jewelry Insurance. Zapwater will launch a consumer PR campaign focused on developing both category and brand awareness while also supporting the 100-year anniversary of Jewelers Mutual.

NEW YORK—Lou Hammond & Associates has added several new clients for public relations, social marketing and positioning: Palm Springs-based Artful Travelers; Uncommon Journeys, a leading purveyor of luxury train, river and ocean travel; newly launched Patton Hospitality Management, a hotel and resort property management company; Crawford High Performance Composites, a carbon fiber composite manufacturer; and private island resort Deep Water Cay.

WOODLAND HILLS, CA—JMPR Public Relations has been appointed as the agency of record for Lou La Vie, a luxury and exotic vehicle rental company serving the Miami and South Florida markets. JMPR will be responsible for overseeing media outreach to expand awareness of the company on a national and international level.

PORTSMOUTH, NH—Calypso Communications, an integrated, public relations, marketing, and creative firm, has been named agency of record by the Ogunquit Playhouse, a not-for-profit theatre on Maine’s southern coast. For the 2013 season, Calypso will provide the theatre with an array of services including marketing and advertising planning, social media strategy, video production, business development, and public relations support.

TALLAHASSEE—Sachs Media Group has been named agency of record for the National League of Cities, an advocate for local government. Sachs Media Group will raise the NLC’s public profile while working to enhance the League’s agenda for helping city leaders build better communities. Serving cities is an area of expertise for the firm: the Florida League of Cities became Sachs Media Group’s first client in 1996 and remains a client today.

NEW YORK—5WPR has added skin cream brand MitoQ to its roster of beauty brands. 5W will execute a comprehensive public relations program designed to increase awareness of MitoQ as it aims to be recognized as the category leader in beauty and skincare within the United States.