Impressive estimates have been reported of the number of worldwide viewers who watched the recent series of TV ads for Bulgarian tourism featured on four international TV channels. This is the second year that the campaign has been run and, for 2010 - 2011, a total of 137 million viewers are said to have watched Bulgaria's tourism ads at least four times on National Geographic, Euronews, Eurosport, and Discovery Channel.
Aneliya Genova, head of Marketing, Advertising, and Information in Tourism in the Ministry of Economy, Energy, and Tourism announced that the advertising campaign cost a total of BGN 7.5 million funded through the EU Regional Development Program and took place between 6th September and 27th December 2010 and then from 31st January until 27th March, 2011.
A total of 561 30-second video ads of Bulgaria were shown on Eurosport, 952 on Euronews, 504 on National Geographic, and 1020 on Discovery Channel. The videos on Euronews and Eurosport were general, while those on National Geographic and Discovery focused on culture and nature.
More than half of the ads were shown during prime time viewing of the four channels. A total of 14 million page views were also generated through Bulgaria's advertising banners on the TV channels' websites. All four channels made documentaries about Bulgaria as part of the advertising campaign.
Despite some public debate as to the quality and substance of the videos and the campaign's general approach, the Bulgarian Economy Ministry says that the priority was to focus on image-making and increasing awareness about Bulgaria, and that the overall effect of the campaign is yet to be fully measured. When the campaign was introduced in August 2010, there were estimates that it was supposed to increase the number of foreign tourists in Bulgaria by 4%-5% and recently released reports suggest that this target is likely to be achieved.
Bulgaria's TV ads were aired abroad under the Discover Bulgaria - Magic Lives Here slogan - an example of a typical 30-second ad can be viewed here on YouTube.
Aneliya Genova, head of Marketing, Advertising, and Information in Tourism in the Ministry of Economy, Energy, and Tourism announced that the advertising campaign cost a total of BGN 7.5 million funded through the EU Regional Development Program and took place between 6th September and 27th December 2010 and then from 31st January until 27th March, 2011.
A total of 561 30-second video ads of Bulgaria were shown on Eurosport, 952 on Euronews, 504 on National Geographic, and 1020 on Discovery Channel. The videos on Euronews and Eurosport were general, while those on National Geographic and Discovery focused on culture and nature.
More than half of the ads were shown during prime time viewing of the four channels. A total of 14 million page views were also generated through Bulgaria's advertising banners on the TV channels' websites. All four channels made documentaries about Bulgaria as part of the advertising campaign.
Despite some public debate as to the quality and substance of the videos and the campaign's general approach, the Bulgarian Economy Ministry says that the priority was to focus on image-making and increasing awareness about Bulgaria, and that the overall effect of the campaign is yet to be fully measured. When the campaign was introduced in August 2010, there were estimates that it was supposed to increase the number of foreign tourists in Bulgaria by 4%-5% and recently released reports suggest that this target is likely to be achieved.
Bulgaria's TV ads were aired abroad under the Discover Bulgaria - Magic Lives Here slogan - an example of a typical 30-second ad can be viewed here on YouTube.
For advice, assistance and information about Moving to Bulgaria, we recommend that you visit our website at MovetoBG.com - and for accommodation options, resources and services, we suggest Bulgaria Gateway
