site.btaNational Geographic, Tourism Ministry Announce Joint Campaign Advertising Bulgaria as Attractive Tourist Destination

The Tourism Ministry and National Geographic announced a joint advertising campaign aimed at presenting the country as an attractive destination for wine, gastronomy and Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, the Ministry said on Tuesday. National Geographic's Vice President of Media Sales & Brand Partnerships, Nadine Heggie, and caretaker Tourism Minister Evtim Miloshev officially announced the strategic partnership at the World Travel Market in London.

As part of the campaign, the National Geographic CreativeWorks team will visit Bulgaria to film inspiring promotional videos that will be broadcast on National Geographic and 24 Kitchen in Europe. The commercials will launch in five key markets - the UK, Germany, Spain, Poland and France, with additional content airing in the Netherlands, Serbia, Slovenia and Croatia.

The campaign will include over 2,430 airings of commercials and will cover a wide range of formats across the TV and digital spectrum. The aim is to inspire foreign tourists to discover the unique culture, natural resources and fine gastronomic experiences Bulgaria has to offer, the Ministry said. The media group's digital channels will reinforce the campaign with a variety of advertising formats aimed at inspiring viewers to visit the country and learn about the high standards of Bulgarian wineries, restaurants, hotels and convention centres.

During the event, Miloshev and Bulgaria's Ambassador in London Tihomir Stoychev visited the Bulgarian stand where they congratulated the 27 companies, associations and municipalities presenting Bulgaria as a year-round tourist destination. Visitors to the exhibition had the opportunity to take a photo with Bulgarian landscapes on a special photo corner, as well as to "explore" the nature and cultural attractions of the country through VR technologies that recreate Bulgarian sites protected by UNESCO.