Enterprise Estonia will spend 300,000 euros promoting Estonian tourism through Robbie Williams, who is scheduled to perform in Tallinn in August.
Scenes of Estonia will be featured in the official DVD of Williams' tour, the state entrepreneurship agency has purchased marketing space in the pop star's Facebook and Twitter profiles as well as in his newsletters, the agency's communication coordinator Merilin Pärli told uudised.err.ee on Wednesday.
A Facebook contest awarding ten trips to see the artist in Tallinn will also be held.
Pärli said Williams has five million Facebook fans and the campaign could reach 32 million people.
The European Regional Development Fund will pick up the tab.
Enterprise Estonia board member Martin Hirvoja said this project is the first to be organized as part of the group's new approach to tourism promotion.
"In addition to the usual campaigns, in the future we have decided to harness more cultural and sporting events that take place in Estonia, as well as Estonian stars of international fame, whose message will weigh more than that of our traditional campaigns," Hirvoja said.