Zambia – and Zimbabwe – are co-hosting the UN World Tourism Organisation meeting in August, an event expected to draw over 4 000 international delegates. While Zimbabwe is dealing with issues such as elections and a new constitution, Zambia has forged ahead with several advertising campaigns being flighted on major television news networks around the world.
Tourism minister Sylvia Masebo told Zambia’s Daily Mail newspaper said the country had chosen CNN and BBC to draw attention to the country’s many splendours. She told the newspaper the aim was to “heighten global attention on Zambia as much as possible and we also want the outside world to know that there’s tourism in Zambia beyond the Victoria Falls”. Masebo said the campaign was not only being shown in foreign media, but also in local newspapers.
The country’s tourism board managing director Felix Chaila said Zambia wants to create a long term relationship with CNN and BBC as it seeks to increase visibility through the international media audience.
“We want tourists to choose Zambia as the best destination,” he said.
CNN International is already flighting the specially-created ads produced by its ad sales creative unit, Turner Commercial Productions. The ad showcases the country’s rich culture, wildlife, history and natural beauty to a worldwide audience.
The campaign is being broadcast to CNN audiences in Europe, the Middle East, Africa and South Asia and will also play across more than 50 airport screens in the US. Banner advertising on CNN.com’s international and US websites will reach users globally.
The campaign concept, creative direction and production were developed in-house by CNN Ad Sales’ dedicated production unit Turner Commercial Productions (TCP).
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