NEW YORK, April 20—New York creative boutique Patrice Tanaka & Company has beaten out BSMG Worldwide and travel specialist Lou Hammond & Associates for the South African Tourism account, previously handled by Connecticut-based Peter Martin & Associates. The account could be worth as much as $1 million, sources say.

According to Blacky Komani, general manager of the Americas for South African Tourism, the client was impressed with the level of commitment PT&Co. demonstrated during the pitch process. “They set themselves apart not only by their brand-building marketing public relations capabilities, but by their passion and the sense that our account would be embraced by the entire agency. Together, our goal is to communicate the new vibrancy, spirit and discovery of the South African travel experience.”
The agency will work to generate awareness of South Africa’s immense beauty, exotic wildlife and cultural heritage, says PT&Co. president John Frazier, who also heads the firm’s travel group, which has worked on destination marketing campaigns for Cancún, Mexico; the Cayman Islands; New York State; and the state of Connecticut.