Black Diamond’s communications strategy will position Montenegro as an aspirational tourism destination for slow travel, mindfulness and highlighting its accessibility and affordability.
Montenegro National Tourism Organisation has appointed London-based integrated communications agency, Black Diamond, to manage and coordinate a six-month public relation and press trip programme to raise the profile of the European destination in the UK. Along with press office activities, Black Diamond will also be supporting the team at WTM 2023 with media and trade appointments.
Located on the Balkan Peninsula, Montenegro is modest in size, yet the country offers big adventures in natural beauty. Known for its rugged mountains, alluring national parks, medieval villages, and beautiful beaches, the “black mountain” as it’s known locally, is home to a variety of pristine natural wonders, including The Bay of Kotor, Durmitor National Park and Lake Skadar, as well as historic coastal towns such as Kotor, Budva, Herceg Novi, Bar and Ulcinj. 2023 has seen the opening of several new hotels, including Mamula Island Hotel, in addition to several re-branded hotels such as The Heritage Grand Perast by Rixos and Hyatt Regency Kotor Bay Resort, offering visitors a well-positioned base from which to explore ‘only in Montenegro’ attractions. From the deepest gorge and the oldest olive tree in Europe, to one of the last primaeval forests, the biggest lake in the Balkans and a river that flows both up and downstream, Montenegro is full of natural wonder.
Ana Tripkovic Markovic, Director of National Tourism Organisation of Montenegro commented, “We are delighted to be working with Black Diamond again and utilising their expertise in European destinations. The UK is an important market to Montenegro and with several direct services on offer – including the most recently announced Jet2.com and Jet2holidays, we are excited to share compelling new reasons to visit our country in both the summer and winter months and targeting those travellers that enjoy slow and scenic destinations”.
Black Diamond’s communications strategy will position Montenegro as an aspirational tourism destination for slow travel, mindfulness and highlighting its accessibility and affordability. Focusing on increasing and encouraging visitation to the country for both city breaks and winter adventure travel, Black Diamond will boost awareness of Montenegro’s key towns and its lesser-known attractions through engaging storytelling.
Jim Odoire, Managing Director, Black Diamond commented; “We are thrilled to be working with the National Tourism Organisation of Montenegro once again. Building on our successes to date and media coverage generated in the UK over the last few years, we are excited to be able to bring the storytelling to life with a dedicated FAM trip that inspires holidaymakers to choose Montenegro as their next holiday destination.”
Part of International Tourism Group, Black Diamond provides expert leadership in travel and tourism public relations as well as travel trade, digital and consumer marketing within the sector. Black Diamond will manage the account alongside its wider portfolio of destination clients across Europe, Japan, the South Pacific, Australia, and the USA, including Seattle, Nevada, Pittsburgh, Arizona, Colorado, and California.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.