VisitWales brings in trio of agencies after review

VisitWales has beefed up its comms function with a new agency line-up.

Focus PR, based in London, has been appointed to a food and drink brief, while Cardiff-based Freshwater UK has been asked to lure more business visitors.

BGB Communications - also based in London, and which previously worked as VisitWales' sole agency - has scooped a consumer, travel and lifestyle contract.

VisitWales head of UK marketing Gillian Berntsen said: ‘There is much work to be done in projecting Wales' food and drink. We have an abundant source of natural products - cheese, beef and lamb, for example.'

She added: ‘Over the years, Wales' reputation in this area has not always been strong but we feel that now is the right time to promote our offering.'

Focus's food brief includes building relationships with distributors, such as supermarkets.

The business brief won by Freshwater will see the agency bid to capitalise on the country's growing hotel and conference facilities.

On the consumer brief, BGB director Helen Coop said: ‘We want to attract people who are keen at getting off the beaten track, people who are likely to do their own research into travel rather than take a package holiday.'

The Welsh tourism industry brings in £3bn a year to the country's economy. The industry employs ten per cent of the Welsh workforce.

Pitches were held in early February. The contracts will run for three years.

VisitWales reviewed its PR support after merging with the Welsh Assembly last year.

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