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
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
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.