Rwandan Government appoints The PC Agency to 'build the country's brand'

The Government of Rwanda has appointed specialist travel PR firm The PC Agency to help "build the country's brand" among UK travellers.

Rwandair to fly direct to Kigali, Rwanda from Gatwick from 26 May
Rwandair to fly direct to Kigali, Rwanda from Gatwick from 26 May

Agency founder Paul Charles told PRWeek the new brief included promoting Government-owned airline RwandAir as it launches a new direct service from London Gatwick to the Rwandan capital Kigali from 26 May.

Charles added that a number of lodges and hotels, as well as a convention centre in the nation's capital, Kigali, are also opening in Rwanda this summer, and said the agency had been tasked with promoting these. 

The PC Agency will target the travel trade press in the UK to ensure they are promoting Rwanda effectively, as well as using "key influencers" to promote the country as a holiday destination, Charles said.

He added: "Rwanda is fast becoming a standout destination in the region and we have been brought in to shout about that and build the Rwandan brand."

Charles said the Rwandan Government - and its airline - represented "a flagship Africa account win" for the agency. Work on the account started last week. Other clients include tour operator Red Savannah, Tourism Ireland and Finnish carrier Finnair.

Charles founded The PC Agency last year after parting company with former business partner Julia Perowne. The pair established travel, transport and lifestyle PR agency Perowne Charles Communications in 2011.

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