Bermuda Tourism has poached a key figure from its PR consultancy,
Communications in Business, as its new director of tourism for Europe.
Pippa Grive had been responsible for Bermuda’s European public relations
since 1986, when she helped set up CiB under its former name of Toby
Oliver & Partners. She will be joining Bermuda in the new year and
replaces Derek Brightwell, who has held the post for the past 10 years.
A Bermuda spokeswoman said Brightwell is ‘stepping down at the end of
the year in order to take up a number of non-executive positions with
Grive joins Bermuda Tourism in the wake of a referendum last August on
the island’s independence. The island’s unsuccessful bid to break away
from the UK led to the appointment of a new minister of tourism. The
tourism strategy is now, said Grive, focused on increasing the number of
visitors from Europe.
‘We’ll be looking at expanding our European programme,’ said Grive,
adding that European visitors spend three times as long on average as
their US counterparts.
A consumer ad campaign, emphasising the proximity of Bermuda to New York
is scheduled to run from January to May, backed by a PR campaign
targeted at sporting publications that cover scuba diving and golf.
The pounds 100,000 PR account will remain with CiB, which will continue
to oversee all European work. Grive’s position at CiB is being filled by
Elizabeth Edbrooke, who joins from Affinity Consulting.