Northern Ireland Tourist Board appoints AV Browne

Northern Ireland Tourist Board (NITB) has appointed Belfast-based AV Browne to handle its £3m advertising business following a statutory review. The agency has been briefed to develop seasonal campaigns for the province.

NITB began the review of its advertising in May. It is not known whether the incumbent agency, Fire AMC, was involved in the pitch.

As well as delivering campaigns to promote Northern Ireland internationally, AV Browne will also be responsible for marketing Northern Ireland to local consumers.

The agency, whose clients include Aer Lingus, Honda and Stolichnaya, is already working on an autumn campaign that includes press, outdoor, radio, direct mail and digital activity.

NITB is responsible for the development, promotion and marketing of Northern Ireland as a tourist destination and works closely with Tourism Ireland. Since 2002 the island has been marketed as a single destination in many countries.

The board has been set a target by the Government to increase its tourism revenue from the existing £370m to £520m by 2011.

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