"In order to offset the effects of the financial crisis and to increase the number of tourists visiting the Hungarian capital,a large-scale campaign is to be launched to promote Budapest as a tourist destination by a partnership of the Budapest Tourism Office, the Hungarian National Tourist Office, Malév, Budapest Airport Zrt., the Hotel Association of Hungary, and Budapest-based service providers.The campaign will go on throughout the summer season. The joint campaign aims to promote Budapest as a destination among foreign holiday-makers and to approach new target groups with a view to increasing the number of travellers visiting the capital. In addition to the strategic partners, 50 accommodation facilities also joined the campaign.
The lead topic of the campaign - Cultural Adventure - is based on a new marketing concept that introduces Budapest from a new angle as a vivid and dynamic city offering a wide range of unique cultural programmes, special or romantic locations and places to have fun. Reflecting this approach, the message of the campaign revolves around the following topics:
* Art & design
* Party & fun
* Relax & enjoy
* Love & romance
* Festivals & events
* Summer adventure
To make Budapest more attractive for foreigners, besides a broad range of summer programmes, the partners involved in the project are offering accommodation and flight tickets on favourable terms.
Target Countries and Regions
The Budapest Adventure summer campaign is focused primarily on the following countries and regions:
* Germany
* Great Britain
* Spain
* Scandinavia (Norway and Sweden)
* Italy
* France
Target Groups
In defining the target group of the campaign it was a priority to select small and well-defined segments that represent high potential for Budapest, having appropriate income level and willingness to travel.
As a result, the primary target group includes foreigners who belong to the 20-36 age group, have high income, seek exciting cultural adventures, authentic local impressions and mainstream forms of entertaining. The secondary target group includes family men and women between 36 and 55 years of age with mid- or higher level qualifications.
Ad Tools
The organisations involved in the project advertise the Budapest Adventure campaign with irregular BTL tools, that is, related information is presented at community websites, international travel sites, sites listing cultural and other events, as well as through guerrilla actions and in the framework of foreign events."
Source: budapestadventure.com
15.07.2009