The agency has been asked to take Jersey beyond the travel pages into consumer lifestyle titles and the national news sections in 2010.
It will run a press office as well as proactive brand-building campaigns over the next year.
Seventy Seven PR has been hired on a retained basis following a three-way pitch. The account kicks off in the new year and will be led by managing partner James Gordon-Macintosh.
Jersey’s tourism and marketing director David de Carteret said: ‘Seventy Seven showed great understanding of our business needs, strategic thinking and creativity during the pitch process and we’re looking forward to working with it to increase the profile of Jersey among our consumer audience.'
Jersey has seen a significant investment in its infrastructure, the launch of new hotels and the emergence of Michelin starred restaurants. It is also launching a range of events such as the boutique music festival Jersey Live, to position the island as one with a vibrant culture.
Fellow Channel Island Guernsey handed its account to The Saltmarsh Partnership last week. The five-year incumbent Charisma PR will close from the end of the year. Co-founder Julia Berg told PRWeek: 'I have made the decision to close Charisma at year end to take up some new opportunities in PR and tourism, and may possibly include some journalism projects which I have been offered... Since Charisma PR's co-founder (Brian Woollard) died in 2001 I have chosen to work very long hours and most weekends and now is the time for me to respond to new offers.'