Public Sector: Cornwall eyes domestic and overseas drive

Cornwall Council has launched a hunt for agency help to promote the region domestically and overseas.

The council's tourism-focused arm is in talks with agencies about promoting the region across the UK, and has put out a brief aimed at German-speaking countries.

Julia Hughes, tourism press and PR executive for VisitCornwall, said the year-long domestic brief, previously worked on by Wild Card PR, would include a focus on promoting Cornwall as a year-round destination.

'There is a particular focus on visiting out of the peak summer months to extend the tourism season,' she said. 'We are also looking to promote the area regionally. For example, spreading the message in the South West about Cornwall as a short-break destination.'

Visit Cornwall will also be tackling the central European market, having put work out to tender that was previously handled by BZ.Comm. The work will seek to exploit the region's popularity in Germany, its biggest overseas market. Austria and Switzerland will also be targeted.

Hughes added: 'We want to capitalise on our strengths within this market, such as walking, food and environment. It is also about building on the promotion work we do domestically and translating that to a different audience.'

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