After years during which the state failed to figure out policy for tourism development, though it was always qualified as a national priority, now once again Sofia will try to build a new image of the country in front of foreigners. For this purpose it will spent loads of money – more than 10 million levs. The sum will buy promotional stands, videos, brochures and other information materials. It will also go to courting foreign journalists and even crisis PR measures to improve the image of Bulgaria. All this is supposed to convince foreigners to rest nowhere else but right in the small Balkan country.
This autumn, for example, Bulgaria will launch an integrated communication campaigns in Germany, Russia, Romania, Ukraine, Poland and Sweden. For their implementation some 6 million levs will be spent, VAT excluded. The idea is to hire a company to build a positive attitude and to increase the awareness of Bulgaria as a destination with rich opportunities for summer and winter holidays, with an ancient culture, historical and architectural monuments, with mineral springs and beautiful, preserved nature, that offers security and tranquility to its guests.
Ministry of Economy, Energy and Tourism estimates that the German market needs advertising campaigns and special events in areas such as eco-tourism, sporting events, golf, festivals, arts and culture, wine and gourmet tours. Russia and Ukraine are more focused on pilgrimage, while Sweden endash on balneology, and Romania endash on business and congress tourism, while for Poland most suitable is deemed to promote eco and adventure tourism.
Most money – 2 million levs, will go to the ads in the Federal Republic of Germany and Russia. As target groups in the first market are defined those between 35 and 55, families with children with an average income in the respective country for the coming summer vacation. Another major group are pensioners who pay attention to the cultural and historical landmarks. These two types of tourists, however, prefer all inclusive basis, so it should be highlighted as a plus in advertising. The strategy will continue to struggle to attract also managers from 30 to 50 years, with high incomes who stay for a few days, but spend more and are interested in cultural events, shopping and nightlife.
Preliminary studies have found that the most significant impact on the Germans will be achieved through the Internet, catalogues, brochures and television. Campaign materials will be placed also on billboards, subway stations, radio … But it is a known fact that the ads get lost amid tough competition and people sometimes donrquote t identify them. To change that, besides the standard 60 advertisements in specialized publications and mass tourism magazines in Germany and 280 broadcasts of a clip in prime time on RTL, journalistic tours will also be used this time. A total of 24 representatives of the German media will be invited to trips on expenses of the Bulgarian state.
In the Russian market, things are slightly different, as Bulgaria is much more recognizable and enjoys an extremely high positive image. That is why the main goal there will be to attract people with greater financial opportunities – mainly in Moscow and St. Petersburg, who have higher requirements for the quality of care services in hotels and resorts, seek additional attractions at European and global levels. Bulgaria will also attempt to establish itself as a tourist destination offering year-round recreation – sea and ski holiday with cultural sightseeing tours and spa.
For Russian journalists trips are also provided. Print advertising includes the publication of 45 ads in at least nine specialized travel publications. Online media includes at least three websites with 15 million total impressions and 100 thousand unique visitors. In one of the national TV channels an advertising spot will be aired 260 times. In this case, an outdoor advertising campaign will also take place endash for a total of 40 billboards in Moscow and St. Petersburg.
The BANKER
