Finn Partners has landed a $200K one-year contract to increase the number of US and Canadian visitors to Dubai.

The contract with Dubai Corp. for Tourism and Commerce Marketing went into effect Oct. 13 and is extendable for another two years.

The PR firm is to adopt a “strategic approach on leisure tourism PR and communications for the USA, as well as reactive approach in the Canadian market as it pertains to media inquiries, aligned with Dubai Tourisms Vision 2025 goals,” according to the pact.

It will maintain an “always-on” press office, organize two-to-three group fam trips of four or five journalists and develop targeted messages.

Those targeted audiences are mid-to-affluent couples & friends, families with children 8 to 17 years of age, “stopovers” (religious and seniors) and ethnic groups (African-American/Canadian, Hispanic- American/Canadian, Asian-American/Canadian, South East Asian-American/Canadian).

Virginia Sheridan, managing partner of North America travel leads Finn Partners' eight-member team that reports to Issam Kazim (CEO of DCT&CM).

She is to be made available to the client, "when reasonably required, to assess the provision of the services and agree on best practices for the future application of the services” at no extra cost, according to the contract.

Finn Partners ranks No. 4 on O'Dwyer's list of independent PR firms with fees of $119.3M in 2019.