Udrea face publicitate brandului turistic si in Romania
by Ancheteonline January 4, 2011 45 comments
Ministrul Dezvoltarii si Turismului, Elena Udrea, face publicitate programului “Explorati Gradina Carpatilor” printre turistii romani, de vreme ce nu are prea mare trecere printre cei straini. Astfel, Turismul acorda 6,935 milioane de lei pentru promovarea in Romania a brandului de tara prin difuzarea in mass-media a unor spoturi publicitare.
Potrivit unui anunt publicat pe site-ul de licitatii publice, chiar in ultima zi a anului trecut, Ministerul Dezvoltarii si Turismului va selecta o firma de publicitate care sa promoveze in 2011 la televiziune si radio brandul “Explorati Gradina Carpatilor” printre turistii romani.
“Obiectivul campaniei este promovarea programului “Explorati Gradina Capatilor” astfel incat un numar tot mai mare de romani sa-si petreaca vacanta in tara”, se arata in caietul de sarcini al licitatiei organizate.
Publicul tinta pentru promovarea acestui program este reprezentat de turistii potentiali cu varste cuprinse intre 18 si 65 de ani din mediul urban, cu venituri medii si studii medii. Agentia de publicitate care va fi selectata va avea drept atributii sa difuzeze mai multe spoturi publicitare de 30 de secunde pe tema ofertei turistice a Romaniei in perioadele de sezon sau cu ocazia sarbatorilor traditionale ale romanilor. Interesant este faptul ca aceste spoturi publicitare vor fi difuzate pe doua posturi de televizuni generaliste, selectate pe baza audientei obtinute in perioada ianuarie –septembrie 2010.
Nu se iau in calcul televiziunile de stiri, cum ar fi Realitatea tv sau Antena 3, stiute fiind divergentele existente intre actualul Guvern si cele doua televiziuni, acuzate ca ar apartine “mogulilor” din opozitie. Mai mult, spoturile nu vor fi difuate decat pe doua posturi de radio, cu cea mai mare audienta obtinuta in perioada mai-august 2010. Vor fi difuzate 6 clipuri publicitare la televiziune in prime-time”in cadrul emisiunilor cu afinitate pentru publicul tinta”, se arata in caietul de sarcini.
De asemenea, la radio, vor fi prezentate pe doua posturi, 6 spoturi publictare. In total, vor fi minim 1700 de difuzari de 20 de secunde la radio, intre orele 8-10 si 15-17. “Se va asigura o distributie echilibrata a spoturi pe intreaga durata a campaniei, pentru fiecare canal de difuzare”, se mai spune in caietul de sarcini.
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