Budva – Current affaire about the promotion of the campaign of Serbia on TV station CNN, which according to the estimate of Serbian media is a failure, has put in the foreground the two year’s successful Montenegrin promotion on this prestigious global TV network.
Thought by the experience of Croatia, and then Montenegro which for years have been advertised on American TV station, Serbian national tourist organization has started a promotional campaign, but the videos which accompany it, beside the fact that they are representing the neighboring country, abound in mistakes, which have provoked an avalanche of judgments of Serbian public. Beside the fact that in the spot the picture of Romanian church crept in, the main failure of the campaign many people think can be found in the fact that it has been made in the central of CNN in London, where actually the raw material, which was filmed by the tourist organization of Serbia, was mounted.
In difference to the neighbors the entire campaign of Montenegro was made here, domestic directors produced the videos which in CNN were marked as excellent.
After this year’s campaign, during which Montenegro has position itself, that is, during which tourist public and potential tourists found out where Montenegro, the country of “wild beauty” is – starts a new phase – the so-called “emotional campaign” – said for “Vijesti” PR of the Ministry of tourism, Jelena Paovic.
Reminding that the campaign “Experience wild beauty” has began on CNN on the 8th of July 2005, she said that in the continuity it will be continued until the end of the year 2007. She said that CNN covers 95 countries of Europe, Africa, Asia, and that the program of that TV observes 102 millions of spectators.
– In the goal of positioning of Montenegro, continuation of rapid sustainable development, because of the necessity of the entire strong image and promotion of Montenegro in the world, we have started a global campaign through TV networks CNN and EURONEWS. The campaign lasts in the continuity for two years, and videos are being emitted averagely three to four times a day in striking hours. At the moment the video which will be emitted until March is being played, and we are promoting our winter tourist centers with it – said Paovic.
She said that starting from March they will have the so-called “emotional campaign” with which we will promote the values of Montenegro.
– In that way we will influence the creation of relations towards Montenegro as a nice, safe, and intrigue country of rich history, hospitable people, great cuisine, and interesting events. With that the promotion of winter and coastal centers for the season 2007 is being continued – said Paovic.
She mentioned that the good strategy and dynamics of branding of Montenegro on global market last year resulted with the increase of the number of foreign tourists for 40% compared to the last year. The videos which were emitted on CNN and EURONEWS, were made by the Budva agency AMC communications, and CNN confirmed that this house satisfies the standards which are valid on that international network. According to the words of the executive director of AMC communications, Velibor Zolak, for the production of those videos that agency has invested several years of work.
-Tourist videos have to have an expressed dimension of presentation of natural beauties. That will always be the so-called “landscape” and “landmark” videos, videos which have something characteristic for that destination. If that is Paris, one has to see something recognizable, such as Eiffel tower. Imagine a video about Paris without the Eiffel tower, Triumphal gate etc. Paris could make a video not to put a single landmark, and you will feel that town thanks to all other details. Small destinations such as Montenegro is, do not have that right; they don’t have the possibility to do that. We have another problem, we do not have a characteristic music such as Italy, France or Greece have. It is enough to hear the music “O sole mio”, of some chanson or sirtaki, and everyone in the world will recognize the country of which we are speaking. Our music is not that popular or pleasant, with which we have even harder task during the production of videos – said Zolak. He added that because of that the frames of the destinations have to be emitted all the time.
– And for the next 500 years Sveti Stefan will be the pillar of the presentation of Montenegro, anywhere abroad, unless we build some Eiffel tower or a skyscraper. Winning over of the consumers has its phases, because first you have to draw someone’s attention, develop the interest in order for that person to get the wish and that only in the last phase he would come to Montenegro. In difference to other destinations which are already recognized in the world, by cuisine, music, or some other things, Montenegro has to present its natural beauties. That is why are videos have to provoke emotions through natural beauties, we have to have a great strength of pictures. That is why the pictures have to be the most beautiful elements of Montenegro, and by all means there are culture, our cuisine, as well as some of our contrasts. In later phases we will be able to go in some featured forms, such as those which we have in our campaign on the Serbian market, because that guest already knows a lot about Montenegro – explained Zolak.
NEGOTIATIONS WITH BBC AND EUROSPORT
Except on CNN and EURONEWS, as “Vijesti” find out, negotiations to start a campaign on leading TV stations BBC and EUROSPORT are in progress.
When we are talking about the statistics only on CNN during the first nine months of the year 2006 the video about Montenegro was on for 757 times, while in the year 2005 it was half that figure. It is interesting that CNN gave to Montenegro for free the package of emitting of videos two to three times a day in November and December, which would cost Montenegro additionally some 150.000 euros. Else, the campaign about Montenegro mostly is financed by strategic partners of Tourist Organization of Montenegro.