Opertors fund campaign to promote Europe as holiday hotspot
In an attempt to halt Europe’s decline in global tourism, tour operators have launched a campaign to promote the region as a holiday destination.
The European tour operators’ association ETOA have put together a 90-second video advert, premiered yesterday at City Fair 2013 on BBC World News, which will be at the centre of the four-month campaign.
The video commercial was produced from footage provided by ETOA members, which was cut together to show how Europe provides ‘an unforgettable holiday’.
Magdalena Osmola, ETOA’s head of marketing & communications said: "With Europe’s share in global tourism faltering, campaigns such as this will be helpful in promoting the continent whilst maintaining a brand awareness of Europe as a destination."
Following its unveiling at City Fair, a 60-second version of the video will be broadcast throughout Europe on BBC World News today.
The full 90-second version will be displayed on the BBC.com/Travel and Lonely Planet websites for four months.
As the campaign is intended to promote Europe internationally, the commercial will be visible on BBC.com for just three weeks within Europe but outside Europe for the full period. In the UK the commercial can be viewed and downloaded via www.etoa.org.
In this year’s campaign, footage was supplied by tourist boards from Amsterdam, Cannes, Catalonia, Flanders, The Hague, Helsinki, Ireland, London, Lucerne, Paris, Regensburg and Zagreb, as well as McArthurGlen Designer Outlet.
A similar campaign will be repeated in 2014, ETOA members are invited to contribute their best footage for inclusion next year.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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