Capitalizing on a landmark trade agreement between the US and Peru
Seizing the Opportunity
How do you capitalize on the signing of a landmark trade agreement between the United States and Peru just weeks before one of the world’s largest mining trade shows? For PROMPERÚ, the Trade, Tourism, and Investment Commission of Peru, the answer was to create a strategic, media-driven campaign to maximize visibility and engagement.
Reach a Wider Audience with Targeted Public Relations
Exclusive Insight into Industry Strategies and Trends
The Challenge
The new memorandum of understanding (MOU) between the United States and Peru represented a pivotal step in securing access to essential minerals like copper and lithium—key components for the energy transition and green technologies needed to meet future energy goals. With this important development, PROMPERÚ was preparing to exhibit at MINExpo, the mining industry’s premier trade show in Las Vegas.
Although PROMPERÚ brought extensive expertise in international mining trade, the challenge was to amplify their message to connect with the right audience. In today’s media landscape, it’s not just about crafting the perfect message—it’s about finding the appropriate channels to deliver that message.
The Solution
THO implemented a two-pronged strategy to elevate PROMPERÚ’s presence at MINExpo:
Conference Networking and Thought Leadership
THO leveraged PROMPERÚ’s on-site team to build relationships with key stakeholders, laying the foundation for long-term partnerships.
Earned Media Strategy for Industry Publications
This targeted earned media campaign aimed to secure coverage in top-tier mining and trade publications, emphasizing PROMPERÚ’s role in the green energy transition and global mining trade.
With just three weeks to execute, THO quickly crafted a campaign combining press releases, targeted outreach, and one-on-one opportunities for PROMPERÚ’s leaders to showcase their expertise.
The Results
The campaign achieved exceptional results:
220+ Placements: Featured in prominent outlets including:
- Google News
- International Business Times
- Yahoo! Finance
- Mining News North
- North American Mining Magazine
- Global Mining Magazine
3 Bylined Editorials: Exclusive articles authored by PROMPERÚ’s director in leading industry publications.
This media blitz boosted Peru’s visibility as a global mining leader, highlighting the country’s extensive business delegation and proven expertise, and positioning the country as a leading provider of critical minerals for the energy transition.
