Hill+Knowlton Strategies has picked up 2019 PR duties for Azerbaijan Tourism Board to promote the charms of the country considered the crossroads of Eastern Europe and Western Asia.

The WPP unit unveiled the "Take Another Look" theme at London's World Travel Market in November that highlighted Azerbaijan's combination of antiquity and novelty to pique the curiosity of global travel media and influencers.

Working with the ATB, H+K will create curated experiences to uncover the hidden gems of the Muslim majority nation of 10M people that seeks to double the number of tourists by 2023.

The firm envisions a robust digital and traditional media campaign across a dozen target markets for Azerbaijan, which features nine of the world's 11 climate zones.

H+K has established two hubs for the ATB push. Moscow will cover markets throughout Europe and the Mediterranean while the Dubai hub covers the Middle East, China and Central/Southeast Asia.

Staffers will seek to lure travellers looking for interesting city breaks, cultural experiences, nature and adventure getaways, as well as holistic health and wellness retreats

“We look forward to working closely with H+K to enhance our tourism proposition and become a leading destination brand in the world, as we continue to provide tourists with unique, authentic experiences that will leave them with lasting memories for a lifetime,” said Florian Sengstschmid, CEO of ATB.