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