CNN International will deliver Bulgaria Tourism’s first multimedia advertising campaign, using its innovative Sights & Sounds solution to combine a rich-media online push with traditional TV vignettes.The deal builds on Bulgaria Tourism’s existing TV advertising campaign on CNN to include Sights & Sounds online, the recently launched web-based travel catalogue, to create a completely immersive, audio-visual user experience.
Rani R. Raad, Senior Vice President for CNN International Ad Sales said, “The Sights & Sounds solution provides clients with a powerful, cross-platform tool to reach the international audience. At CNN, we’ve worked hard to translate our knowledge of the tourism advertising space into tailored, effective media campaigns for our clients and we are delighted that Bulgaria Tourism has chosen to continue advertising with us.”
Bulgaria Tourism’s Sights & Sounds campaign goes live to a global audience via CNN’s EMEA television feed and international website, CNN.com/international from 10th March. The TV elements will be built around the straplines, “Bulgaria - Nature welcomes you” and “Bulgaria - Enjoy your choice”, while the online magazine - http://www.sightsandsounds.tv/bulgaria/ - will contain streamed video highlighting areas of interest for tourists, information on arts and culture, up-to-date weather news and high resolution maps and images, all set to the local sounds and music to bring the country to life.
Stanislav Novakov, Deputy Chairman of the Republic of Bulgaria’s State Agency for Tourism, said, “We are proud to be working with CNN International for a second consecutive year - not only is it one of the world’s most respected and trusted sources for news and information, but via CNN’s multiple platforms, the global audience will be able take a virtual tour of our beautiful country and make the right choice to come and discover the homeland of the mythical singer Orpheus and the legendary Spartacus, the land of the oldest gold craft in the world, with 14th centuries of cultural and historical heritage, a land of preserved traditions, customs and hospitality.”
The ‘Sights & Sounds’ online initiative is a product of CNN’s Tourism Advertising Solutions & Knowledge (TASK) Group, launched last year to provide consultative services on the development of strategic tourism advertising campaigns. The Sights & Sounds online magazine format is aimed at fast-growing economies and complements CNN’s highly successful, TV advertising vignette series to offer advertisers an enhanced, cross-platform tourism package. The new product can be extended across mobile, print and television, enabling clients to customise their advertising output according to their needs.