Visit Wales has hired iCrossing to manage its digital marketing account for the next three years.
The agency was appointed following a competitive 11-way pitch, with the account to cover search, social and paid media.
Craig Goodwin, search marketing manager at Visit Wales, said: “iCrossing put our target audience at the very heart of their approach. Their cross-channel strategy will use data to inform many aspects of the marketing mix. It’s about creating the right content for our audience, putting it in the right places and combining this with an impressive paid media strategy.”
Mark Iremonger, CSO at iCrossing, added: "Wales is a fabulous holiday destination and we are delighted to be part of promoting that fact. iCrossing delivers a mature program of work that puts customer insight at the heart of Visit Wales’ communications, applying a sophisticated use of data."
The agency will look to promote Wales as a popular tourist destination.