Ministry of Tourism awarded by the Bulgarian Association of Advertisers - BAAwards

25 October 2019

The country's UK marketing campaign has received new recognition

The Ministry of Tourism was honoured with silver by the Bulgarian Association of Advertisers (BAA) during the sixth edition of the BAAwards competition.

The Bulgarian Tourism Campaign in Great Britain The Great Swap has won the prize in the category "Brand activation campaign for a product or service to achieve a specific business objective". This is another award given to the Ministry in connection with this initiative. Earlier this year, the project was honoured with two awards in the 19th edition of the PR Prize 2019 Influencing the Influencers and two honours from the prestigious PHARE 2019 Advertising and Communication Festival.

The Great Swap campaign is part of our country's communication as a travel destination, which began in September 2018 and ended on April 15, 2019. It was conducted in two waves and in various communication channels.

The project is one of the most distinctive features of the British - their sense of humour. To that end, we offered them the best deal - the barter. Therefore, the game The big bargain was a trade - sunny weather in Bulgaria for English humour. For this purpose, the site was developed. Any UK citizen could tell a British joke on the site, in return for playing for 3 one-week winter or 3 one-week summer vacations of their choice in sunny Bulgaria. Thus, in the exchange of "good time for English humour", the campaign managed to achieve excellent results according to the set goals.

Even if they do not win, the consumers are acquainted with the numerous opportunities and variety of tourist products that Bulgaria offers. Thousands of jokes are uploaded to the site and there are hundreds of thousands of visits. Online advertising reached over 20 million impressions and outdoor advertising reached over 9 million.

Last year, tourist visits of UK citizens to Bulgaria amounted to over 389 thousand, which is an increase of 15.2% compared to 2017. For the period January-August 2019, 362 127 visits from the UK were recorded, which is an increase by 21.3% compared to the same period of a record 2018

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