The Caribbean island of Tobago aims to raise its profile in the UK by reaching the “hearts and minds” of potential travellers.
The Tobago Tourism Agency has appointed a new PR consultancy in the UK and Ireland following a competitive tender.
The travel division at Four Communications will work closely with the head office in Tobago as well as with the Tourism Agency’s UK trade team to develop a campaign.
The aim is to encapsulate the destination’s key messages of ‘unspoilt, untouched, undiscovered’ within the brand strategy for the UK.
Four will also support a post-coronavirus recovery programme, building awareness of a #dreamingofTobago social media campaign and generating a desire to travel.
Tobago Tourism Agency chief executive Louis Lewis said: “We want a campaign that appeals to the heart and mind of UK travellers and encourages them to travel to our beautiful island.
“Four’s travel team impressed us with their creative flair, strategic thinking, and of course their expertise.”
The campaign will aim to increase tourist arrivals from the UK by focusing on niche interest groups such as weddings and honeymoons, birding, adventurers, water sports and diving; targeting the UK traveller who is looking for more than just a beach.
Four’s managing director, travel, Helen Coop, said: “The island really is a slice of paradise, with so much waiting to be discovered by the UK traveller; we are really looking forward to sharing Tobago’s story.”