Among the senior management at the newly incorporated Brighter Group, of which Brighter PR will be a part, are Dan Brewin, former deputy chairman of both Thomas Cook Holidays and British Airways Holidays' holding company, Accoladia.
Also joining the new operation are former Gulf Air marketing director Stephen Tuckwell and Steve Dunne, a former director at Countrywide Porter Novelli.
Tuckwell has been named an executive director of the group and MD of subsidiary Brighter Resolutions, its marketing services and representation company.
Dunne joins as MD of Brighter PR, replacing the former incumbent in that post, Debbie Flynn, who has been promoted to a group chief executive role.
Dunne was MD of travel PR shop Affinity Consulting before that agency was sold to CPN in 1998. He said Brighter Group would have a 'wider leisure focus'.
He said: 'It was 100 per cent travel but we are looking to handle work involving anything that has people spending disposable income for leisure pursuits.
'We can now look more at marketing and crisis management to diversify the business,' he added.
Brighter PR was formed in 1995 and, after a stint as part of Barclay Stratton, it was bought out by Flynn in 1999. The agency has 11 full-time and four part-time staff, but Dunne said a recruitment drive to boost staff numbers would begin 'within months'.
Brighter clients include the tourist boards of Jordan, Netherlands and Mauritius.
Hyatt Hotels, Avis Europe and Radisson Seven Seas Cruises - which sails to exotic destinations such as the French Polynesian island of Moorea - are also clients.