BUSINESS COMMUNITY LINED UP ON FTA CAMPAIGN

UNCLAS LIMA 001286

SIPDIS

SENSITIVE
SIPDIS

USTR FOR AUSTR EEISSENSTAT AND BHARMAN
COMMERCE FOR 4331/MAC/WH/MCAMERON
TREASURY FOR OASIA/INL
WHA/AND, WHA/EPSC, EB/TPP/BTA

E.O. 12958: N/A
TAGS: ETRD ECON EINV PGOV PREL PE
SUBJECT: BUSINESS COMMUNITY LINED UP ON FTA CAMPAIGN

REF: LIMA 1200


1. SUMMARY: (SBU) Private sector leaders are ready to begin
the FTA public ad campaign beginning on April 10, the day
after national elections. Focus groups are already
identifying themes and attitudes in provinces to better
target audiences about the benefits of a U.S.-Peru free
trade agreement. Post outreach efforts will reinforce the
private sector's public campaign. End Summary.

Private Sector in Gear, Finally
--------------


2. (SBU) In a meeting with the Ambassador on March 29, the
President of Peru's largest confederation of industry
associations (CONFIEP),Jose Miguel Morales, stated that the
private sector has coalesced behind a unified strategy to
promote the trade accord's approval by the current Congress.
Morales indicated that funds have been raised to support the
public ad campaign, which will include radio spots in Lima
and the provinces. A strategist has been hired and focus
groups are now gauging public sentiments. The private
sector will also utilize testimonial spots developed by the
Trade Ministry, which is unable to publicize them because of
a ban on GOP ads during the electoral campaign.


3. (SBU) The President of Peru's Export Association (ADEX)
conveyed a similar message to EconCouns on March 27, noting
that the public campaign in support of the U.S. trade deal
is ready to be aired during the second week of April, once
the trade deal is signed. His organization had some
$150,000 to fund the campaign.

Complementary Embassy Efforts
--------------


4. (SBU) AmCham and the Embassy Public Affairs Section are
hosting on April 20 as many as 50 journalists from Peru's
central and southern provinces for a seminar about the trade
agreement. Support for Humala and opposition to the U.S.
trade deal is strongest in these areas of the country.


5. (SBU) Public Affairs and USAID are working with the
Peruvian NGO COPEME (a confederation of organizations that
promotes small and medium enterprises) to support a multi-
media outreach campaign that will complement the Peruvian
private sector effort. The campaign features local
entrepreneurs that export successfully. Beginning April 1
and running through the end of May, the COPEME campaign will
focus on audiences in the central and southern rural areas.
The campaign will use radio spots, TV coverage and live
events to tap Peruvian national pride and entrepreneurial
spirit, sending the message that globalization is a fact,
and should be seen as an opportunity, not a danger.

Comment: GOP and Private Sector in Sync
--------------


6. (SBU) We are encouraged by GOP and private sector unison
on the signing timeframe (after April 9 election) and the
campaign to win approval of the trade accord in the current
Congress. The GOP and private sector are coordinating
efforts to be ready by next week. Both will need to reverse
progress made by trade deal opponents, who have been
advocating persistently that the next Congress review and
consider the U.S. accord (after the July 28 inauguration).

STRUBLE