Maldives Tourist Board hands £1m account to Personal

Personal has landed the Maldives Tourist Board's £1m above- and below-the-line business for 2007/8 without a pitch.

The agency is working on a campaign for the end of the year comprising press, poster, ambient and online media to coincide with the busy 2007 booking season. It has been given a brief to diversify the Maldives' traditional honeymooners and couples market while retaining its premium, exclusive positioning.

Chris Ward, managing partner of Personal, said: "Travel marketing can be very one-dimensional and very ineffective in terms of cost. This is a sector crying out for more personalised marketing and we're looking forward to bringing our ideas to life."

The Maldives, in the Indian Ocean, covers more than 1,190 islands and 25 protected coral reefs.