Grayling wins pitch for Croatian National Tourist Board international PR account

Grayling has been appointed by the Croatian National Tourist Board (CNTB) to manage its international PR and increase tourism in Croatia.

Grayling wins pitch for Croatian National Tourist Board international PR account

CNTB invited agencies to pitch for the account in November.

The aim of the brief is to increase the number of visitors, particularly pre- and post-season, and to increase spend per head.

The account will be led from Germany, Croatia’s top market for inbound tourists, and will initially cover Germany, Austria, Switzerland, the UK, France, Italy, Sweden, Norway, The Netherlands, Poland and the US, with a New York focus.

Ratomir Ivicic, director of the CNTB, said: "We know that travellers have a huge choice of destinations and Croatia must raise its game to compete against more established and understood brands. The appointment of Grayling as our global agency partner is one important step on the road to building our nation’s brand power in the years to come."

Alison Clarke, Grayling’s CEO for UK & Republic of Ireland, added: "Croatia is an incredibly diverse country, with a rich cultural heritage, historic cities, beautiful national parks, mountains and beaches that rank among the best anywhere. As a destination it has a lot to offer and we are incredibly excited to have the opportunity to tell that story."

The CNTB’s total 2015 budget for the project will be £1.3m plus VAT.

Grayling co-ordinated the ‘Welcome Croatia’ campaign leading up to the country’s accession to the EU in 2013.

CNTB currently works with various PR agencies for specific markets, including Rooster for its UK PR and an in-house office in the US. This is the first time it has hired an international PR agency.

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