London-based communications agency Black Diamond has been appointed by Visit Seattle to market and promote Seattle and Washington State in the UK and Ireland following a competitive pitch process.
The UK is Seattle’s third largest overseas market behind China and South Korea, with approximately 65,200 Britons visiting the Emerald City last year. Ireland remains a relatively small market with regards to inbound visitation, but a recently launched non-stop Aer Lingus flight and strong corporate connections indicates significant growth potential.
Effective 1st January 2019, Black Diamond, which provides representation services for several US destinations in the UK and Ireland, will serve as Visit Seattle’s agency of record, implementing a full-service PR, marketing and travel trade operator programme. Visit Seattle’s focus in the UK and Ireland complement existing efforts in China, Japan, South Korea, Germany, France and Australia/New Zealand.
Seattle is celebrating a record-breaking year for tourism and continues to enjoy unparalleled growth, highlighted by the region’s five non-stop air services into the city, with carriers including Aer Lingus, British Airways, Norwegian, Thomas Cook and Virgin Atlantic.
Black Diamond will support the growth of visitation to Seattle and the wider Washington State region, focused on a commitment to encourage international travellers to lengthen their stay and explore the destination targeting the long-haul travelling consumer in the UK and Ireland. Black Diamond will work in conjunction with the Port of Seattle’s existing Tourism Development team, which will remain active (including cruise-focused representation) in the UK and selected overseas markets.
Tom Norwalk, President and Chief Executive, Visit Seattle, said: “Visit Seattle is pleased to announce the appointment of Black Diamond to increase our destination’s visibility in the UK and Ireland. It is our mission to build awareness of and boost tourism to Seattle and Washington State, promoting the wealth of experiences and jaw-dropping landscapes that await British and Irish travellers, within the city and further afield.”
Gerry Boyle, Head of Travel Trade, Black Diamond, addeed: “We are delighted to be chosen as the UK & Ireland communications agency for Visit Seattle and Washington State. We look forward to working together to develop creative, authentic and relevant campaigns that will resonate with our discerning audience.”
Black Diamond brings to the account a wealth of destination positioning experience, having retained a number of travel and tourism clients over its 25 years in business. The account will be led by Gerry Boyle alongside Sarah Barnett, Head of PR.