The Lucid Agency has been engaged by the Italian National Tourist Board (INTB) to lead its marketing communications and media relations, helping drive awareness of Italy as a travel destination in the Australian and New Zealand markets, following a competitive pitch.

The agency has also retained Japan National Tourism Organization’s (JNTO) PR account for a third year running following the organisation’s annual competitive tender for the account, as well as winning other project tenders that will see Lucid expand its service offering for JNTO to include media and trade marketing activity in Australia and New Zealand.

Expanding its services for JNTO, The Lucid Agency will be developing a new brand campaign which will highlight how to "experience Japan your way" - no matter what your motivation is for travel - aiming to shift common perceptions of Japan as merely a destination for neon lights and ski holidays. The campaign will run across digital and social.

Lucid Director and Co-founder, James Cooley said: “At Lucid, we see the huge opportunity to get people to explore deeper in both Italy and Japan, and our goal is to uncover some of the countries’ hidden gems and open people’s eyes to lesser-known locations they may not have heard of. A key part of our role representing these two national tourism boards will be to help Aussie and Kiwi travellers travel responsibly in each destination, spreading their tourism dollars further and fairly and ensuring the cultural and natural environments of these two fascinating countries is sustainably maintained.”