LAS PALMAS—The Canary Islands has called in Porter Novelli to support its critical tourism PR strategy across a range of European countries.
The Spanish archipelago's tourism board selected Porter Novelli as agency of record in Europe following a competitive tender.
The agency takes charge of a two-year contract that covers Germany, Belgium, Spain, France, Netherlands, Ireland, Norway, the UK and Sweden, with other markets — including Italy and Russia — to be added later.
Porter Novelli will focus on strengthening the Canary Islands claim to have the 'best climate in the world', a positioning that has helped it cement its status as Europe's leading tourist destination.
The Islands depend heavily on tourism, with around a third of their GDP generated by the 12m tourists who visit each year.
The firm will also will develop marketing projects and events targeting tourism professionals, media and influencers. Porter Novelli's PNTurismo unit is leading the assignment, which includes communications, PR and event management, from its Spanish operation.
Porter Novelli Spain/Portugal MD Higinio Martínez said that the initiative would include a "strong digital-led component based on quality communication and content platforms.”
Key messages are expected to include the Canary Islands’ values, locations and tourist interest, including corporate travel.