Brighter Group brought in for Iceland tourism drive

Promote Iceland, the Icelandic tourism board, has brought in travel specialist Brighter Group as its retained agency to boost visitors to the country.

Promote Iceland, the Icelandic tourism board, has brought in travel specialist Brighter Group as its retained agency to boost visitors to the country.

The firm will promote Iceland as a travel destination outside of the peak travel season and widen coverage away from the travel sector, targeting both consumer and trade press.

Brighter Group won the account following a pitch process involving three other agencies.

“This is a fantastic way to start the New Year for Brighter and we're delighted to add such a high-profile country to our growing tourist board portfolio,” said Steve Dunne, executive chairman at the agency. “The team at Brighter has a real enthusiasm for the tourism product in Iceland, and we look forward to progressing with an exciting PR campaign throughout 2013.”

Previously, Promote Iceland worked with The Saltmarsh Partnership, but the relationship ended when the firm began liquidation last May.

Senior account manager Jenny Groutage, who worked with the Icelandic Tourism Board at Saltmarsh, will lead the account.

Promote Iceland is the second account picked up by the agency from Saltmarsh's liquidation. It won a brief for the Taiwan Tourism Bureau in October.

Creative agency Brooklyn Brothers produced a Cannes award winning campaign called “Inspired by Iceland” last year for Promote Iceland, picking up a Gold Lion in the PR category.

The Icelandic government also hired Burson-Marsteller UK to help the country with its global image, still suffering from the global financial crisis of 2008 and 2009, last November.

This article originally appeared on the website of PRWeek UK, the sister title of PRWeek at Haymarket Media.

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