5W Public Relations picks up The Strong National Museum of Play, the Rochester, NY operation that collects toys, dolls, board games, video games, other electronic games, and other objects that illuminate the meaning and importance of play. 5W will oversee PR strategy and execution for the museum, including media relations management, strategic communications management, influencer relations, and thought leadership. It will also work with the museum to launch its upcoming expansion which includes interactive exhibits, part of a larger “Neighborhood of Play” project in Rochester. “We knew we needed help to tell this important story, and 5WPR’s tourism experience, enthusiasm, relationships and reach make them the perfect partner,” said The Strong'a VP for marketing and communications Sara Poe.


Zapwater Communications takes on Tricoci Salons & Spas. The agency will manage communications on behalf of the brand, including media relations, strategic partnerships and events. Zapwater will collaborate with the brand’s in-house marketing and communications team to drive awareness and company growth on a local, regional, and national level. Tricoci has 13 locations throughout the Chicago metropolitan area. “It was important to us to select a partner that truly understands what today’s beauty and wellness consumer desires, enabling them to support us in deepening our brand equity through a thoughtful and unexpected integrated marketing strategy,” said Tricoci CMO Kristen Chase.


CIIC PR signs on with hospitality-focused firm Pineapple Procurement. The agency will take the lead on the company’s communications strategy, leveraging its experience in tailoring media relations efforts for clients within the travel & tourism sector. Pineapple Procurement is a boutique FF&E (furniture, fixtures, and equipment) and OS&E (operating supplies and equipment) procurement firm. It works directly with interior designers to help execute projects through alliances with traditional hospitality vendors as well as artisan craftsmen.