NEWS: CiB loses Grive to Bermuda Tourism

Bermuda Tourism has poached a key figure from its PR consultancy, Communications in Business, as its new director of tourism for Europe.

Bermuda Tourism has poached a key figure from its PR consultancy,

Communications in Business, as its new director of tourism for Europe.



Pippa Grive had been responsible for Bermuda’s European public relations

since 1986, when she helped set up CiB under its former name of Toby

Oliver & Partners. She will be joining Bermuda in the new year and

replaces Derek Brightwell, who has held the post for the past 10 years.



A Bermuda spokeswoman said Brightwell is ‘stepping down at the end of

the year in order to take up a number of non-executive positions with

other companies.’



Grive joins Bermuda Tourism in the wake of a referendum last August on

the island’s independence. The island’s unsuccessful bid to break away

from the UK led to the appointment of a new minister of tourism. The

tourism strategy is now, said Grive, focused on increasing the number of

visitors from Europe.



‘We’ll be looking at expanding our European programme,’ said Grive,

adding that European visitors spend three times as long on average as

their US counterparts.



A consumer ad campaign, emphasising the proximity of Bermuda to New York

is scheduled to run from January to May, backed by a PR campaign

targeted at sporting publications that cover scuba diving and golf.



The pounds 100,000 PR account will remain with CiB, which will continue

to oversee all European work. Grive’s position at CiB is being filled by

Elizabeth Edbrooke, who joins from Affinity Consulting.



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