, 1er journal des professionnels du tourisme francophone

Campaign Czech – the land of stories has increased an interest in traveling in the Czech Republic

Czech Tourism (headquarter of tourism in the Czech republic ) evaluated the results of its campaign to promote especially domestic tourism. Popularity of the Czech republic as a destination for holiday spending rose thanks to the campaign by 29%.

Rédigé par ESC Troyes Hana Blažková (Czech republic) le Lundi 15 Décembre 2014

The main monitoring of project activities was conducted from May 2013 to October 2014, the overall evaluation of the campaign prepared ppm factum research. The survey including group and individual discussions, online and personal interview, showed positive results. Campaign has succeeded in promoting the Czech as a place that offers interesting locations and plenty of opportunities for an active holiday, such as interesting natural and cultural monuments, wellness option or other leisure activities.

As we can see this campaign shows that the Czech is not just the capital city – Prague and it is a big step forward for tourism progression in Czech.

So far, the campaign has improved the perception of "brand" of Czech as a tourist destination as well as the frequency of traveling around the Czech Republic between 2013 and 2014. The campaign was noticed 37% of public and 50% of active travelers, it also positively approached 94% of the population while 44% improved their perception of the Czech Republic as a tourist destination.

Moreover, the campaign received positive feedback from the general public and professionals.

It placed in the top 5 of Effie Awards (a competition for the most effective advertising) and the company ppm factum research deemed it is the most successful campaign they have ever tested.

The results showed that the majority of respondents (99% of the target group) had very good experience with holiday in the Czech. Throughout the investigation, the proportion of people who want to spend a holiday in Czech gradually increased.

The slogan "Czech – the land of stories," addressed the promise of richness and diversity. Fully corresponded with the notice that the Czech Republic is a country full of beautiful and interesting places that still not well known.

The main purpose of this campaign is to motivate travelers to visit, discover and create stories by themselves in this beautiful country.

The campaign helped not only to the direct increase in domestic tourism, but it managed to even improve the view of Czech Republic as a destination for Czech and foreign tourists.

ESC Troyes Hana Blažková (Czech republic)

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