Malawi govt hires agency to target European visitors

Famine-hit African country Malawi has appointed a UK PR firm to boost income from European tourists.

Malawi - which receives thousands of tonnes of food aid every year - has brought in London-based Representation Plus to encourage Europeans to take diving and safari holidays.

Representation Plus won the work after a three-way pitch. MD Alison Cryer leads an agency team reporting to Malawi Ministry of Tourism, Parks and Wildlife assistant director Patricia Liabuba.

Cryer said: 'Famine is not a problem the average tourist will come across.

Tourism can help alleviate poverty.'

Representation Plus plans to promote opportunities for diving, safari and bird-watching holidays.

The agency will launch a media relations campaign targetting specialist magazines in those sectors, in addition to travel and conference/incentive publications.

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