Chilean tourism board chooses PR agency to manage UK marcoms

The tourism board for Chile, Sernatur, has reappointed Hills Balfour to manage its PR, sales and marketing activity in the UK, following a competitive pitch.

Chile is rich in culture and biodiversity
Chile is rich in culture and biodiversity

The travel, tourism and lifestyle comms agency has worked with Sernatur since 2016 and has more than 20 years’ experience in marketing travel destinations.

Hills Balfour will implement a one-year, multichannel, integrated tourism strategy to promote Chile to the UK market.

The agency’s proactive PR, creative marketing campaigns and interactive trade incentives programme will aim to increase geographical distribution of visitors beyond Chile’s tourism hotspots.

Sernatur sub-director of marketing Emma Ortega said: "Building on our ‘Chile, Open Nature’ global campaign as a key message for the UK market, we look forward to working with Hills Balfour to position Chile as an aspirational and exclusive destination in Latin America to UK audiences."

Chile positions itself as ‘a land of legends and traditions, world-class gastronomy and modern cosmopolitan cities’.

Stretching over 2,000 miles from north to south, the country is home to a rich biodiversity, and features one of the world’s driest deserts, the only warm rainforest in South America, and vast snow-capped mountains and glaciers of Patagonia.

Hills Balfour managing director Jonathan Sloan said: "Our team and their expertise in promoting the destination will prove a great recipe for success to achieve Chile’s core tourism objectives for our market."

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