If a business or organisation is looking for a way in which to obtain media coverage, then the only way to do this is with the right PR campaign. And this is exactly what VisitCornwall and its Devon counterpart are embarking on at the moment. The two tourism services are joining together to launch a campaign which aims to promote the region to German visitors. This is a great decision in terms of public relations because the two services will be able to combine their money. They will also thrive from the fact that their two locations are very similar and are very close to one another. The two services aim to increase German media coverage by holding press events to promote the fact that the region is great for walking, scenery and diversity. With the right PR campaign, the two tourist boards should be enjoying success in the not too distant future. Malcolm Bell, head of tourism at VisitCornwall, said:

'Eight per cent of the 4.5 million visitors that come to Cornwall each year are from overseas and we know that of these, approximately half are from Germany. Focusing on this key market in partnership with Devon will offer greater effectiveness and return on investment than mass market promotion could achieve and will enable us to maximise the positive associations for the region that have already been established.'