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Zapwater Communications, which works with travel, tourism, hospitality and luxury lifestyle brands, is named U.S. agency of record for the Beverly Hills Conference & Visitors Bureau. The agency will lead domestic public relations, influencer marketing and travel trade media engagement to further strengthen Beverly Hills’ position as one of the world’s premier luxury destinations. The agency will also support BHCVB’s meetings, incentives, conferences and exhibitions (MICE) marketing, promoting the destination for executive meetings, incentive programs and special events. Through targeted engagement, strategic partnerships, trade media relations, industry events and hosted experiences, Zapwater will expand awareness and consideration among luxury travel advisors, tour operators, meeting planners and incentive professionals. “Few destinations are as synonymous with luxury as Beverly Hills,” said Zapwater Communications founder and CEO David Zapata “Our opportunity is to build on that global recognition while showcasing the depth and continued evolution of the destination.”
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Source Outdoor Group comes on board as agency of record for apparel and gear brand Vertx. Source will lead Vertx's strategic public relations, media outreach, product launch communications, brand storytelling, and earned media initiatives, working to strengthen the brand's position in the law enforcement, tactical, outdoor and everyday carry markets. Vertx has built a reputation for delivering purpose-built products that meet the demands of professionals while appealing to a growing consumer audience seeking versatile everyday solutions. "Their deep understanding of the tactical and outdoor industries, combined with a strategic approach to storytelling and earned media, makes them an ideal partner as we continue introducing innovative products and expanding the Vertx brand,” said Angela Milligan, VP of marketing for Fechheimer, the parent company of Vertx.
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P-22 Agency is appointed as public relations agency of record for Alila Mayakoba, the latest debut from Hyatt’s luxury Alila brand. Guided by founder and CEO Ty Bentsen, the agency has been tasked with employing quick, culturally fluent strategies to raise awareness of the newly opened resort, delivering earned storytelling as a results-driven partner. P-22 Agency will also support experiential guest touch points, partnerships and influencer relations. Located on Mexico’s Riviera Maya, the Alila Mayakoba is focused on cultural discovery, wellness, and care for the environment. “It’s an honor to support the first Alila resort in Latin America and do what we do best—authentically connect our clients to the pulse of culture in experience-led ways,” said Bentsen.
Impact PR & Communications signs on to provide strategic communications and support for Hudson Valley Connected, a regional initiative expanding free technology assistance and digital literacy resources throughout the Valley... TURNER is named national PR partner for Travel Oregon... Rubenstein Public Relations is named AOR for workforce development organization America Works.
FINN Partners flies with Textron Aviation Inc., working on the company’s 2026 Special Olympics Airlift and other key initiatives... Archer is named lead strategy and North American PR firm by CASE Construction Equipment... NLG Communications signs on as strategic communications advisor for Metrolink, a commuter rail system in Southern California. 
Rubenstein Public Relations re-ups as agency of record for Doroni Aerospace, a provider of personal electric vertical takeoff and landing aircraft... Zapwater Communications is appointed US AOR for The Cliff Hotel Jamaica, a luxury destination resort in Negril’s West End... MZ Group lands strategic investor relations and financial communications program for Zefiro Methane Corp.
Ripley PR is named PR shop for HCSS, which provides construction management software for the heavy civil and infrastructure construction industry... Redpoint checks in at The Alfond Inn at Rollins College... RG2 Communications lands International Design, a curatorial platform bringing together collectible design, contemporary art and cultural experiences.
Coyne PR picks up AOR duties for Goddard Systems, LLC, manager of a franchise system that serves more than 100K students... GO PR lands JW Marriott Detroit Water Square, which will open in February 2027... REYA Communications signs on as the U.S. and Canada agency of record for Yora Nordic Spa Brownstone, a 130,00-square-foot property opening in Portland, CT this November.
