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The World Travel Awards (WTA) has launched a $2million eight-month global advertising campaign on BBC World as part of their 15th Anniversary celebrations. WTA aims to dramatically increase consumer awareness and recognition of the awards value by encouraging supreme excellence within every sector of travel and tourism worldwide.
Additionally, WTA aims to build on their B2B reputation as well as promote winners, nominees and future events.
“BBC World has been our official media partner for three years now and we have just renewed our contract,” comments Manon Han, Executive Vice President of the World Travel Awards.
“As a global broadcaster with a total distribution of 269.2 million homes and a reach of 26% of international travellers, we believe that BBC World is the perfectly suited channel for an extension of our global projection. It offers a fantastic opportunity for us to reach our target market and enhance brand awareness. We are also planning to use the campaign to underline the increasing importance of eco-friendly companies,” Han adds.
In 2007 the World Travel Awards introduced global green categories to reward those companies who excel in ecologically-friendly and sustainable practices. This year will now see the addition of regional and continent-level green categories, such as “Asia’s Leading Green Hotel” and “Caribbean’s Leading Green Resort”.
A total of 20 categories have been added to WTA’s portfolio, offering environmentally friendly travel products more opportunities to showcase their activities to protect and preserve the natural environment.
“The travel industry is often unfairly criticised as the main driver of man’s increasing carbon footprint, but we believe that there are many travel companies that are effectively counteracting some of the environmental damage,” says Han.
“People have recognized that the industry’s very survival depends on a clean environment and unspoilt natural attractions. That’s why many of our nominees and winners are taking action and committing their management to a sustainable future. This dedication is essential and should be considered as a shining example. As a responsible authority for the travel industry, the World Travel Awards aim to support and spread the word about these green companies. Our TV campaign is a good tool to help us achieve that.”
The ten-event WTA Grand Tour begins with the Africa Travel Awards in Durban, South Africa on 12 May and ends with the Grand Final in the Caribbean’s Turks & Caicos on 12 December this year.
