The World Travel Awards (WTA) has launched a $2million eight-month global
advertising campaign on BBC World as part of their 15th Anniversary celebrations. WTA aims to dramatically increase consumer awareness and recognition of the awards
value by encouraging supreme excellence within every sector of travel and tourism
Additionally, WTA aims to build on their B2B reputation as well as promote winners,
nominees and future events.
“BBC World has been our official media partner for three years now and we have
just renewed our contract,” comments Manon Han, Executive Vice President of the
World Travel Awards.
“As a global broadcaster with a total distribution of 269.2 million homes and a
reach of 26% of international travellers, we believe that BBC World is the perfectly
suited channel for an extension of our global projection. It offers a fantastic
opportunity for us to reach our target market and enhance brand awareness. We are
also planning to use the campaign to underline the increasing importance of
eco-friendly companies,” Han adds.
In 2007 the World Travel Awards introduced global green categories to reward those
companies who excel in ecologically-friendly and sustainable practices. This year
will now see the addition of regional and continent-level green categories, such as
“Asia’s Leading Green Hotel” and “Caribbean’s Leading Green Resort”.
A total of 20 categories have been added to WTA’s portfolio, offering
environmentally friendly travel products more opportunities to showcase their
activities to protect and preserve the natural environment.
“The travel industry is often unfairly criticised as the main driver of man’s
increasing carbon footprint, but we believe that there are many travel companies
that are effectively counteracting some of the environmental damage,” says Han.
“People have recognized that the industry’s very survival depends on a clean
environment and unspoilt natural attractions. That’s why many of our nominees and
winners are taking action and committing their management to a sustainable future.
This dedication is essential and should be considered as a shining example. As a
responsible authority for the travel industry, the World Travel Awards aim to
support and spread the word about these green companies. Our TV campaign is a good
tool to help us achieve that.”
The ten-event WTA Grand Tour begins with the Africa Travel Awards in Durban, South
Africa on 12 May and ends with the Grand Final in the Caribbean’s Turks & Caicos
on 12 December this year.