Communications agency Related has been appointed as the new PR representative for Madeira Promotion Bureau in the Nordic region. The assignment began in July and includes strategic communication, press service, media contacts and press trips.

The purpose of the collaboration is to increase awareness of the Portuguese archipelago among Nordic travelers and highlight Madeira's wide range of natural, cultural and culinary experiences.

Madeira is marketed as a year-round destination with a mild climate, dramatic volcanic landscapes and activities such as hiking along the famous levadas, visits to UNESCO-protected forests and local wine and food experiences.

Accessibility from the Nordic region has also improved with a growing range of direct flights from Stockholm, Copenhagen, Oslo and Helsinki, as well as from Aarhus and Aalborg in Denmark. In addition, charter flights are offered from Copenhagen to the neighboring island of Porto Santo.

According to the Madeira Promotion Bureau, the initiative is in line with the increasing demand among Nordic travelers for active and authentic travel experiences.

The Madeira Promotion Bureau is responsible for promoting the archipelago to both consumers and the travel industry. Located southwest of mainland Portugal, Madeira is known for its pleasant year-round climate, spectacular nature and rich cultural heritage.

According to the press release.