The Jersey Tourism Board has moved its account worth up to &£3m into TBWA GGT Direct after seven years with Grey Advertising.
Grey Advertising resigned from the account earlier this year leading to a three-way pitch between TBWA GGT Direct, Evans Hunt Scott and Craik Jones Watson Mitchell Voelkel.
A spokeswoman for Grey Advertising refused to say why it had not repitched for the account, saying it had decided to “resign after a long and healthy relationship with Jersey Tourism.”
The account was previously worth &£1.5m, but it is thought this figure doubled when it was decided to target countries other than the UK, such as France and Germany.
TBWA will be asked to devise a campaign aimed at encouraging first time visitors to the largest of the Channel Islands. In recent years, the strong pound and poor weather have been blamed for a fall in visitor numbers.
Jersey Tourism has been concentrating on developing sports and corporate tourism, as well as the island’s potential as a water-sport and sailing venue.