01.08.2013. The new Georgian Government is saying no to the country’s promotion via CNN, BBC and other leading international TV channels. “The previous TV campaign was quite simply a waste of money,” Giorgi Sigua, new head of the Georgian National Tourism Administration (GNTA) said. Banners, LED screens and billboards, and online advertisements are the new advertising means of choice of the current administration.
“The money needs to be spent on promoting Georgia outside of Georgia, because once you get here it sells itself. People have not heard about the changes that have happened here over the last couple of years. As a tourist I would like to know more about Georgia,” Tom Flanagan, Area Vice President of the Rezidor Hotel Group, recently stated in an interview.
“Awareness is relative. Georgia’s awareness in its neighbouring countries is high; in Eastern Europe it is average, and in the USA, Australia and Africa - very low,” Sigua stated.
“When planning a promotional campaign you should research the gross rating point, which means defining your target audience. You can broadcast an ad for millions of people but none of them might necessarily be your target. CNN’s audience is North America. It is not our target market,” said Sigua.
“The money needs to be spent on promoting Georgia outside of Georgia, because once you get here it sells itself. People have not heard about the changes that have happened here over the last couple of years. As a tourist I would like to know more about Georgia,” Tom Flanagan, Area Vice President of the Rezidor Hotel Group, recently stated in an interview.
“Awareness is relative. Georgia’s awareness in its neighbouring countries is high; in Eastern Europe it is average, and in the USA, Australia and Africa - very low,” Sigua stated.
“When planning a promotional campaign you should research the gross rating point, which means defining your target audience. You can broadcast an ad for millions of people but none of them might necessarily be your target. CNN’s audience is North America. It is not our target market,” said Sigua.