Cayman Islands taps Diffusion to change image

The Cayman Islands Department of Tourism has appointed Diffusion following a pitch, unseating incumbent Juicy Communications.

The Cayman Islands Department of Tourism has appointed Diffusion following a pitch, unseating incumbent Juicy Communications.

Diffusion will work across traditional, social media, and third-party brand partnerships. The review for the business began this summer.

A series of campaigns will be launched to change the perception of the Cayman Islands as primarily a financial services center, promoting the islands as areas of natural beauty and a place for activities, such as diving and birdwatching.

The new brief will aim to challenge other destinations, including the Seychelles and Mauritius.

Don McDougall, regional manager of the Cayman Islands Department of Tourism, said, "Diffusion impressed us with its strategic grasp of our place in the competitive and reputational environment, and with its insights into how UK consumers currently view the Cayman Islands."

This article originally appeared on the website of PRWeek UK.

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