Netherlands hires Brighter to widen visitor base

The Netherlands Board of Tourism has hired Brighter PR on an initial six month contract to handle its corporate PR programme in the UK. The agency picked up the business without a pitch after word of mouth recommendation.

The Netherlands Board of Tourism has hired Brighter PR on an

initial six month contract to handle its corporate PR programme in the

UK. The agency picked up the business without a pitch after word of

mouth recommendation.



The brief is to promote cities other than Amsterdam, the Hague,

Rotterdam and Maastricht. Amsterdam, which is handled in-house, is

already massively popular and the tourist board wants people to visit

other parts of the country.



Highlighting the Netherlands as a destination for family motoring

holidays will also be one of the agency’s tasks. Brighter PR will also

work with the board’s trade partners to promote the country’s diversity

to UK media.



Most of Holland’s tourists are from Germany, with UK visitors coming

second.



Vranken said: ’Several of our partners recommended Brighter PR highly.

We felt no need to conduct a pitch.’



Brighter PR, which specialises in travel business, was formed in January

after a management buyout from the Ansdell Group.



It now has fees of pounds 300,000, eight staff and clients which include

Regent International Hotels, Peter de Savary’s Carnegie Clubs and

Carlson Wagonlit Travel.



The initial fees are pounds 12,000, with an initial budget of pounds

25,000. But Jos Vranken, the NBR’s UK and Ireland director, said the

wider budget was up to pounds 200,000 and Brighter PR’s fees would grow

when it was appointed to handle additional projects.



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