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Bulgaria advertised on British market with the slogan “Bulgaria - Magic Lives Here”
Bulgaria, Magic Lives Here – with this slogan Bulgaria has come across to British tourists revealing its incredible nature and ancient heritage in a major advertising campaign. Over the past six months some of the most popular British and TV channels and print editions have dedicated to Bulgaria a series of articles and broadcasts that have reached out to multimillion British audiences. Dozens of billboards across the country, advertisements and on-line impressions have tempted Brits to come and enjoy one of the loveliest corners of Europe.
What do British tourists expect? In latest analyses, the citizens of Great Britain are on the lookout for special sensations and destinations that offer value for money. In the context of the ongoing economic crisis and the shortage of finances British tourists have recently turned to closer destinations where holidays won’t cost too much. How shall we convince them that the right place for them could be this country, with its lovely mountains, ancient history, authentic traditions and modern seaside and winter resorts? For the Ministry of Economy, Energy and Tourism (MEET), the keyword is “magic”.
Foreign tourists are greatly interested in routes covering history and culture sites inland
The ministry has organized Bulgaria’s advertising campaign abroad with financing from Regional Development Operational Programme. More than 300 aired commercials on TV, dozens of billboards across Britain and 36 advertorials have recreated, over the last 6 months, the magic of Bulgarian folklore and authentic traditions, of this country’s magnificent nature and millennial history.
Nearly 300 thousand British tourists shave visited Bulgaria in the course of 2011
During the campaign MEET has organized several press conferences in UK, and a few information tours of Bulgaria for British journalists. According to MEET officials the campaign has been effective. In the first place, British media have openly responded to it, and extensive coverage of Bulgaria as a tourist destination has been carried out in a few prestigious local publications on tourism such as Travel Weekly, National Geographic, ABTA and Travel Bulletin. The BBC has broadcast a live show highlighting Bulgaria, and Sky News has aired video material on Bulgarian folk music, mummer rituals, spa and wellness facilities. By the way, Bulgaria has been a traditional destination for tourism on the British market, and Bulgarian resorts enjoy numerous British tourists. No wonder then that the latest poll by Holiday Barometer held annually, has ranked Bulgaria fourth across the world in terms of value for money in tourism.
“In 2011 Bulgaria welcomed close to 300,000 British tourists and we expect an even greater number this year”, Deputy Minister of Energy, Economy and Tourism Ivo Marinov says and adds:
“49 percent of them book holidays in Bulgaria online, and 41 percent, via travel agents. They mostly opt for four and five-star hotels. Most of the demand is for seaside or winter vacations. Therefore, this and future advertising campaigns seek to present Bulgaria with its full potential of a tourist destination. Brand Bulgaria should be expanded by displaying tips for all-year-round holidays, including cultural tourism, spa, wellness, golfing etc., that have not been promoted so far.”
Wed Mar 07, 2012 5:28 pm
