Hume Whitehead will work with the tourism body to relaunch Tenerife, specifically targeting golfers, families, spa and health tourists, cultural visitors and adventure travellers.
The agency landed the brief after a two-way pitch and will handle UK and Ireland PR activity for the island.
Co-director Richard Hume said the agency would help to change perceptions of the island as a 'fly and flop' destination. It would promote the different experiences available for leisure and business visitors other than the 'sun and sand' option, he added.
The agency has been briefed to highlight the lesser-known northern area of the island, including its capital Santa Cruz. It will also promote the island as a year-round destination for all age groups.
The UK remains the largest source market for Tenerife, with more than 1.7 million UK visitors to the island in 2007.
The win follows Hume Whitehead's appointment by the Singapore Tourism Board earlier this month to handle its PR in the UK, Ireland and France after a six-way pitch (PRWeek, 11 July).