Wagstaff Media and Marketing has been named North American PR firm for The Italian National Tourism Board.

Wagstaff’s team, led by agency director Ernst Flach, will assist the organization as it aims to increase the number of American travelers to Italy.

The agency’s work will focus on introducing some of the lesser-known and undiscovered experiences Italy has to offer, as well as promoting such developments as the launch of Milan’s new official convention bureau, YesMilano, which will support the country's hosting of the Milano Cortina 2026 Olympics.

"Wagstaff’s expertise, creativity, and connections in the travel trade, consumer marketing, and media worlds will give us the competitive advantage we need to help accelerate our recovery in the U.S. market," said Caterina Orlando, country manager for the Board.

Wagstaff has offices in Los Angeles, New York, Chicago, San Francisco, and Vancouver,