ETC sets $3M plan to get people to VisitEurope

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NEW YORK -- The European Travel Commission is planning a $3 million recovery marketing program for early 2002 that includes television, radio, newspaper and magazine advertising promoting the commission's Web site, VisitEurope.com.

The campaign will emphasize Europe's security, affordability and fun, an ETC spokesman said, and will target the estimated 45 million Americans who have been to Europe at least once -- a departure from the ETC's marketing emphasis on first-time Europe visitors in recent years.

The ETC's experience after the Gulf war and the 1986 downtown due to terrorism was that repeat visitors were more likely to make the trip, the spokesman said, but that it was important to motivate them with the affordability -- something the ETC is looking to flaunt during this campaign with supplier partners.

The ETC's annual Roundtable and SuperMarts agent roadshow will take place as usual in 25 cities this winter, the spokesman said, with security a major topic. Both the trade shows and Invitation to Europe promotional magazines will be branded with the VisitEurope title.

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