Valencia tourist body in rethink

The Valencia Tourist Board is to use a fledgling PR agency run by a Spanish national to promote the region as a holiday destination.

Latina Marketing was selected following a three-way pitch including Pure España and two-year incumbent McCluskey International. The planned campaign will highlight regional culture, gastronomy and active tourism, targeting travellers from the UK and Ireland.

Latina Marketing was established in 2006 by MD Cristina Cunchillos. She will report to Valencia's marketing director Isaac Vidal.

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