NEW YORK -- VisitEurope.com, the Web site of the European Travel
Commission, has been revamped and made the centerpiece of the
29-member organization's promotional efforts this year.
According to Einar Gustavsson of Iceland, the ETC's U.S.
chairman, the Web portal is expected to be of primary importance in
reaching the millions of people who have yet to visit Europe and to
serve as a powerful tool for ETC's 29 member countries marketing
their destinations in North America.
"We are reorienting everything to our improved Web [site]," said
Gustavsson, "to capitalize on the explosion of Internet access and
use by Americans and to position VisitEurope.com as the place to go
before you go to Europe."
According to Gustavsson, the message is being relayed to the
public by five television spots, launched on March 29 and running
for four weeks in leading markets: New York, Chicago and Los
The 30-second spots, created by WCBS-TV in New York, are
positioned largely with news shows on the CBS affiliates. Seed
money for the television campaign was provided by 27 of the ETC
members, joined by partners MasterCard International, AT&T,
Rail Europe and Insight Vacations, whose products will be detailed
on the Web site.
Promotion will be further enhanced by ETC's Invitation to Europe
supplement, which appeared in the New York Times, Chicago Tribune
and Los Angeles Times on Sunday, April 2.
VisitEurope.com updates all ETC member information, said
Gustavsson, and viewers will be able to find the latest news on
what's happening this year, trip-planning tips and links to
By the end of April, the Web site will list 2,000 travel
agencies in 25 cities and participants in the recent European
Roundtable and Supermarts. Consumers will be able to locate nearby
agencies through a ZIP-code search feature.