Prestbury hires first PR agency

Caribbean and Portugal villa operator Prestbury Travel Group has hired its first external PR support to combat decreasing effectiveness of advertising.

‘It doesn’t work as well as it used to,’ said Prestbury managing director Peter Bosworth, who added competition has become intense.

Prestbury will supplement advertising by spending almost £100,000 on PR through River Communications to establish an editorial presence in national press and glossy lifestyle titles.

River will target luxury holidaymakers for Prestbury’s range of more than 300 properties, using features and promotions and working with tourist boards.

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