The Hungarian Tourism Agency (MTÜ) launched its first international campaign back in 2018, which promotes the Hungarian capital with the slogan ‘Spice of Europe’, mainly on online and television platforms, from a 1.5-billion-forint (EUR 4,7 million) budget. The campaign continued this week with a new video, titled ‘Budapest 365.’
The new video displays the Hungarian capital with a unique approach, youthful vigor and visual world that show that the Budapest can always show something new 365 days a year. MTÜ wrote in the description of the video: “Welcome to Budapest: city of the Danube – an unparalleled hive, amazing tastes, and people you will never forget. A destination where a new authentic discovery waits for you in 365 days of the year. Once you taste the Spice of Europe, you will always want to return for another bite.”
The special feature of the film is that it was made in a span of a whole year, so it also includes spring, summer, autumn and winter scenes. This also reinforces the message that Budapest is a four-season, easily accessible European destination that is worth returning to because it is full of unique experiences at all times of the year. It has something for everyone, surprises, unexpected adventures and new colors.
The current, fourth ‘Spice of Europe’ film presents the atmosphere of the Hungarian capital with a unique visual world and youthful vigor. In the image film, the Városliget ice rink and the Andrássy út with decorative Christmas lighting appear in the same way as the atmosphere of summer afternoons.
In the film, we can get to know the city from the point of view of several characters, who are from Budapest, people who live in the capital. It displays athletes, painters, dancers, sculptors and tattoo artists, the Rubik’s Cube Puzzle World Champion, an artist and even a barber. Olympic champion swimmer Katinka Hosszú and Bocuse d’Or Europe winner chef Tamás Széll, for example, are also included in the video.
The target group for the current campaign is the younger age group, adventure-seeking families and cultural travelers, who can primarily find these commercials and films online. In the first period, the MTÜ will promote Budapest in Austria, Germany, France, Poland, the Czech Republic, Slovakia, Serbia and Israel, but the range of target countries may expand later.
The most important goal of the agency with the campaign is to restart the successful tourism sector of the Hungarian economy after the coronavirus epidemic. Therefore, on June 1, the first domestic traffic stimulus campaign was launched, followed by a campaign focusing on the wonders of Budapest for the domestic audience. In parallel with the opening of the border, foreign activities will also start, which includes the Budapest – Spice of Europe campaign as well.