'We are seen as an old people's destination,' said bureau director Otto Oliveira. 'Forty-year-olds go trekking in New Zealand – when they're 60 they come here. We want to turn that around and position Madeira as an active destination.'
The winning agency will promote the island's history and its sporting facilities, notably golf and scuba diving. The available budget is £104,000.
'We do not want to attract teenagers,' he added. 'A younger audience, yes – but not with the problems teenagers bring.'
The bureau is also hiring agencies in Germany, France and the Netherlands.