The brief covers the UK and Ireland and activity kicked off on Friday. Publicasity will work closely with the Saint Lucia Tourist Board's UK-based sales and marketing team.

Atlyn Forde, Saint Lucia Tourist Board director of marketing UK and Europe, said: "We were really impressed with Publicasity's approach and proposal.

"We had a number of strong presentations from other agencies, but overall it was a unanimous decision from the panel to appoint Publicasity as they scored highly on all our key criteria and are the perfect fit to deliver on our strategic goals."

Publicasity associate director Pegi Amarteifio said: "In many ways Saint Lucia Tourist Board is a dream account with its unique and fascinating appeal.

"We have a great task ahead to publicise the diversity of Saint Lucia to new and existing audiences to ultimately increase visitation from the UK and Ireland."

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