After a year mulling out the idea of a new campaign to support Asian tourism, PATA officially announced in Kuching during the ATF its new “Love Campaign”. More is to come explains Ivy Chee, PATA Regional Director East Asia.
KUCHING- The Pacific Asia Travel Association (PATA) announced its new campaign with the Association of Southeast Asian Nations (ASEAN) under the theme “PATA Loves ASEAN.” It will be supported by a US$300,000 advertising campaign on the Travel Channel. According to Ivy Chee, PATA Regional Director East Asia, PATA’s mission statement on this campaign is to promote and recognize the travel and tourism stakeholder who sustains and contributes to the responsible tourism industry. The association also wants to increase the general public acknowledgement on the importance of tourism. “Tourism fosters employment opportunities, improve services and infrastructure, inform and educate people, preserve culture, heritage and the environment. Tourism is also an invaluable contributor to well-being of local communities”.
The campaign will be run from June during 10 weeks and will consist of 60-second TV spots focusing on five themes: nature tourism, culture and heritage tourism, community-based tourism, cruise and river tourism, and travel for health and wellness.
“We will promote in each spot the entire ASEAN community. This is why we preferred to focus on thematic”, she adds. The ASEAN Tourism Working Group will coordinate to get the ten members approving the final footage as it will Final video presentation has to be approved by the ten ASEAN members.
The PATA Love ASEAN campaign will be aired across Europe, Middle East and Africa, targeting among others UK, Russia, Poland, Turkey, South Africa, France, Germany, Scandinavia , Greece as well most Central European countries.
Increase public awareness of the importance of responsible tourism to the complete Visitor Economy and AEC 2015. “This is only a first step to promote ASEAN as an entity. We already look at a second campaign where individual countries would be the core of our PATA Love campaign”, explains Ivy Chee.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
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