PATA has announced a new TV campaign entitled PATA Loves ASEAN which will be aired in June across Europe, the Middle East and Africa.
The US$300,000 advertising campaign on the Travel Channel will promote responsible tourism experiences under the following categories: nature tourism, culture and heritage tourism, community-based tourism, cruise and river tourism, and health and wellness tourism.
Some 210 60-second clips featuring all 10 ASEAN member states will be facilitated by PATA. PATA’s Love logo and ASEAN’s consumer tourism slogan Southeast Asia: Feel the Warmth will also be highlighted.
Owned by Scripps Networks Interactive, London-based Travel Channel is a leading international travel broadcaster, transmitting 24 hours a day in 21 languages to 130 countries.
PATA CEO, Martin Craigs, said: “ASEAN has emerged as a global leader of sophisticated niche tourism products that have a caring and community touch. The PATA Loves ASEAN campaign will promote those products, which are also part of ASEAN’s strategic tourism plan for 2012-2015.”
“The PATA Loves ASEAN campaign will illustrate the benefits to host and guest by embracing responsible tourism as part of South-east Asia’s connected visitor economy,” added Ivy Chee, regional director – East Asia, who initiated the campaign.
In the presentation sessions to ministers and NTOs at the ASEAN Tourism Forum, PATA also previewed its new five-year tourism arrivals forecasts. The predictions are based on an econometric model known as auto-regressive distributed lag and error correction model, said to be a new cutting-edge tool developed by PATA with the Hong Kong Polytechnic University School of Hotel and Tourism Management.
Read more from ATF 2014 in TTG Official Show Daily – ATF 201420
