VisitBrighton hands retained PR brief to Switched On

Consumer lifestyle agency Switched On has won a retained PR brief with VisitBrighton, the official tourism body for the City of Brighton and Hove, following a five-way pitch.

VisitBrighton briefed a handful of agencies at the start of July, as it sought to generate new and increasingly more creative ways to promote the City to UK and overseas visitors.

Picking up the reins at the start of September, following a period of planning, Switched On will be responsible for driving visitor numbers and subsequent spend through traditional media and a series of social media activities.

As part of the brief, Switched On will also work alongside VisitBrighton’s 520 partner organisations to create a range of compelling reasons to visit.

The account will be led by agency director Carl Steer, who will be supported by a three-strong account.

Julia Gallagher, head of sales and marketing for VisitBrighton, said: “We’re delighted to announce Switched On as our new PR partner, as we look to broaden the appeal of the City across multiple media channels. Not only do they clearly share our passion for the City, they demonstrated a clear understanding of the market and the challenges we face, and presented a set of compelling ideas that we believe will help us exceed our targets.”

Steer added: “The City of Brighton & Hove has long been a major draw for tourists but as visitors’ needs grow, so must the tourism offering, if Brighton is to remain strong, as a top UK destination. Part of our remit is to find new and creative ways to highlight the magnitude of attractions and activities available, then realising that content across multiple media platforms.”