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.

Iceland tourism: Boosting visitor numbers
Iceland tourism: Boosting visitor numbers

The agency 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.

Brighter Group executive chairman Steve Dunne said: ‘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. 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 following the agency’s demise in May 2012. The account will be lead by senior account manager Jenny Groutage, who worked on the account at Saltmarsh.

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 ‘Inspired by Iceland’ in 2012 for Promote Iceland, picking up a Gold Lion in the PR category.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.