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.

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