Contracts worth exactly 3,768,924 levs were entered by the Ministry of Economy, Energy and Tourism with two advertising agencies to build a new tourist image of the country. The lucky ones selected to get the lucrative sum are Media Planning Group and Zenith Advertising. The sum would have to be used to convince foreigners that Bulgaria is a destination with rich opportunities for summer and winter holidays, one with ancient culture, historical and architectural monuments, with mineral springs as well as beautiful and preserved nature that offers security and tranquility to its guests.
The bulk of the funds – 3,182,136 levs will be received by Media Planning Group. It is hired for the advertising campaigns in Germany, Sweden and Poland. Specifically for the German market 2,226,648 levs are provided. The Ministry led by Mr. Dragomir Stoynev estimated that for this market will be needed events and special actions to promote eco-tourism, sporting events, golf, festivals, culture and art, wine and gourmet tours and many others. The target groups are those aged between 35 and 55 years, families with children and an average income coming to the country for a summer vacation. The other main group is composed of pensioners who pay attention to the cultural and historical landmarks. These two types of tourists, however, prefer the all inclusive system, so it should be highlighted as a plus in the advertising campaign. The country will continue to struggle to attract also managers aged 30 to 50 years with high incomes who stay for fewer days, but spend more and are interested in cultural events, shopping and nightlife.
Preliminary studies have found that the most profound impact on the Germans will be achieved through the Internet, catalogues, brochures and television. The campaign will not use outdoor advertising – billboards, subway, mobile and radio slots. It has been recognized, however, the fact that Bulgaria’s ads are lost amid tough competition and people hardly identify them. To change that, besides the standard 60 boxes in specialized journals and popular tourist magazines in Germany as well as the 280 video clip broadcasts in prime time on RTL, Sofia will now rely on journalistic tours. A total of 24 representatives of the German media will be invited on trips to Bulgaria.
For advertising in Sweden, Media Planning Group will receive 449,292 levs. It was decided that the campaign there should be focused in balneotherapy, but at the same time the target groups are young people aged 18-30 years with an average income – travelling to enjoy the sun and beaches as well as those seeking adventure and entertainment, as well as young families (25-45 years) with children. Leaving this mismatch aside, experts from the Economy Ministry have concluded that the public in Sweden is highly price sensitive – people tend to make reservations very early or at the last minute, looking for the best deal. In most cases, decisions are taken by women who are informed both by friends and by the catalogues of tour operators and broadcasters. For precisely this reason the campaign there will be based on television, print and online ads, presentations and private meetings.
In Poland Media Planning Group will have to promote eco and adventure tourism. This will be done through presentations, promotional boxes with a total circulation of over 500 thousand copies, as well as Internet advertising in at least three specialized sites and 20 thousand unique visitors. The difference here is that the campaign will use billboards (50 pieces) and transportation vehicles in Warsaw, Poznan, Wroclaw and Krakow. For this project, the company will receive 506,196 levs.
As for Zenith Advertising, it was chosen to build a positive image of Bulgaria among Romanians. Although Bulgaria’s northern neighbour belongs to small (in global terms) markets it is the one from where the largest number of tourists to Bulgaria comes – about one million people a year. Accordingly, our country is the most visited destination for Romanians. Despite the huge potential for advertising campaigns, ads beyond the Danube will be able to relay only on 586,788 levs. The sum will be used to improve the commercial presence and distribution of holiday packages with winter sports, raising awareness and enhancing the image. PR officers will have to work to overcome the perceived views of a lack of safety and disrespectful attitude of the local police. Important is the fact that Bulgaria will need a very good website in Romanian as a central source of information for consumers.
These events do not exhaust the activities to attract tourists. The Ministry of Economy will sign two more contracts for advertising Bulgaria abroad totaling 3 million levs: 2.4 million is planned for Russia and 600 thousand levs – for Ukraine. The concept for the Russian market is a little different because there Bulgaria is much more recognizable and enjoys an extremely positive image. The main objective in this direction will be to attract people with greater financial opportunities – mainly from Moscow and St. Petersburg, which have high requirements for quality of service, service in hotels and resorts. An attempt to promote Bulgaria as a tourist destination with opportunities for year-round recreation – sea and ski vacation, cultural tours and spa – will also be made.
Sightseeing excursions for Russian journalists are also provided. Separate print advertising includes publication of 45 ads in at least nine specialized travel magazines. Online media will be looking for at least three websites with 15 million total impressions and 100 thousand unique visitors. An advertising spot will be aired 260 times on a national television. Outdoor advertising part will consist of a total of 40 billboards in Moscow and St. Petersburg.
In Ukraine the Ministry will also be looking for people with large financial resources – mainly from Kiev and bigger cities – as long as the situation there returns to normal. In addition to standard ads special reports on national television will be provided, and Bulgaria’s tourist website will receive a Ukrainian version.
All of the above would undoubtedly be beneficial for Bulgarian tourism if actually help improve the country’s image. Nobody boasted with cheap alcohol and drinking events in Sunny Beach, but this is what Bulgaria is known for in many other countries. Recently, without any help from the Ministry, the BBC aired a one-hour film about orgies in Bulgaria’s largest seaside resort, but before that the furniture giant IKEA had released an ad specifically referring to those features of the Black Sea. So, what is needed is to improve the services and the tourism as a product and really offer what the ads promise, which will surely mean a bigger inflow of foreign visitors.
The BANKER
