The Brighter Group has been awarded the UK representation contract for Visit Azores following a competitive tender process.
The agency will deliver a strategic marketing and communications campaign targeting key traveller segments to further drive visitor numbers to the destination.
The strategy will support Visit Azores’ over-arching global goal to increase awareness and drive visitor numbers to this exciting destination.
Established in 1995, the Brighter Group specialises in public relations, representation, MICE, trade marketing and integrated digital campaigns.
The agency has a client base ranging from tourist boards to airlines, tour operators, hotels and car rental companies.
In addition to implementing a multi-media PR programme for The Azores, the agency’s remit will include an increased focus on the UK travel trade to strengthen relationships with key trade partners and inspire and educate them on the opportunity to sell authentic and memorable holidays to The Azores.
Debbie Flynn, chief executive, The Brighter Group, commented: “The Azores already enjoys a good relationship with the UK travel trade however there are clearly quick wins which will benefit the destination.
“Portugal’s recent tourism boom can only positively influence the market place in terms of encouraging Brits to travel further afield for a new and exciting take on Portuguese culture, and importantly, the sustainable ethos of the destination will chime well with many British visitors looking for a truly authentic experience.”
The integrated marketing and communications strategy will build on promoting The Azores as a nature destination, increasing overnight stays and focusing on outdoor and active experiences spanning across the nine islands.
The nine islands are a walkers’ paradise and offer around 60 marked routes for visitors offering amazing views and stunning backdrops.
Marine life and its preservation are part of the fabric of the islands, the subtropical climate is perfect for those who love being active in the sunshine and the warm and genuine welcome from locals is second to none.
The team will be led by Darrin des Vignes, senior account manager at The Brighter Group, and will report directly to The Azores Promotion Board.