Vietnam to buy BBC air time

HANOI To promote awareness, Vietnam will fund a TV advertising campaign to popular destinations on BBC’s Asia-Pacific channel in the hope it will help reverse a decline in arrivals of 8.6% over the first eight months of the year.
Vietnam National Administration of Tourism will buy 30-second spots to advertiseVietnam’s tourism. It did not give any details of the investment in the production and air time costs.
Officials have had discussions with BBC sales representatives according to VNAT general director Nguyen Van Tuan who suggested the clip be aired three times daily for three months. Similar campaigns have been run in the past on CNN.
Filming, which will also be underwritten from Vietnam’s promotional budget, will take place at famous tourist destinations across Vietnam such as Hanoi, Halong Bay, Ninh Binh, Quang Binh, Hue, Danang, Hoi An and Ho Chi Minh City.
Air time costs will probably be around USD1 million.
Officials claim it will boost tourist arrivals to the country, although TV advertising is more about creating awareness and encouraging travellers to plan and book a holiday either through an online booking site or travel agency.

sourced:ttrweekly.com