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.