LONDON: Tourism New Zealand has called in communications agency help as it seeks to change perceptions of the country.
The tourism agency has hired Perowne Charles Communications to handle PR across the UK and Ireland, replacing Shine and Fiona Reece PR.
The hire followed a five-way pitch, with PCC CEO Paul Charles, account director Louise Ferrall, and account executive Sarah Rigler leading the work.
The retained brief, which is understood to be worth about £100,000, or about $150,000, will include the targeting of consumers younger than 25 and older than 50.
Charles, who will report to Kate Campbell, PR manager for the UK and Europe for Tourism New Zealand, said the work “will be about giving New Zealand a depth and freshness and making sure we focus on more than just the scenery.”
“It's a small country, but there is a lot going on that people don't know about, such as an incredible food scene,” he added.
Charles highlighted the upcoming opening of a restaurant in Auckland by well-known London-based New Zealand chef Peter Gordon as the kind of thing PCC would use as part of its comms strategy.
“You've got great potential to go into deeper depth on what New Zealand is about, whether it's the food and wine scene or the cycling scene,” he added.
This story originally appeared on the website of PRWeek UK.