A couple shares cheerful moments aboard a flight, looking at a photo of an old Budapest memory. These are the scenes appearing in the opening images of the newly released video, presenting the Hungarian capital and its manifold attractions. In this dynamic demonstration, a young man, who visited Budapest in his childhood, returns as an adult to the city with his love to guide her around town.
The pair dives in to explore a plethora of urban activities that set Budapest apart from other capital cities. They travel aboard the Millennium Underground, lounge at the outdoor thermal pool of the Széchenyi Baths, discover Art Nouveau treasures at the Gellért Baths, admire geometric visuals at the Vasarely Museum and visit a ruin bar.
This promotional video was created by the Hungarian Tourism Agency and the local Graphasel Design Studio. As a global media partner of the project, CNN will screen the film in their Europe and North America regions through June 30th.
https://www.youtube.com/watch?time_continue=2&v=4AGEI99454k
“With the Spice of Europe slogan, we would like to present a metaphor for a multicoloured city. Budapest is the spice of Europe, where visitors can find all that a classic, cosmopolitan, European capital has to offer. The rich heritage, eclectic and elegant architecture, colourful culture, first-class gastronomy, flourishing fashion and the design scene, accompanied by Budapest’s casual milieu that stimulates the senses of the traveller,” describes Graphasel, writing about the concept of the promotion.
Besides the United States, this communication will be showing in the UK, Germany, Spain, France and Italy, European countries which provide the largest number of visitors to Budapest. In 2017, 12 million tourists spent 30 million guest nights in the country. With the help of this new series of branding activities, the Hungarian Tourism Agency would like the number of registered guest nights to reach 50 million by 2030.
“We would like those who travel around Europe to not only visit London or Paris, but Budapest, as well,” said general manager at Hungarian Tourism Agency Zoltán Guller at a the press conference to present the international campaign. “Our priority is to inspire visitors to spend one extra night in Budapest,” he added. “We would also like to show the many activities that Hungary’s capital has to offer the traveller”.
A new website and a creative Budapest logo have also been designed to support the campaign. In the logo, BUD refers to the city’s global code as a tourist destination and the wave-like symbol in the trademark represents the Danube.
The media campaign involves major carriers such as WizzAir, Lufthansa, British Airways, Iberia, Ryanair, American Airlines and United Airlines that will also present the new Budapest feature on their platforms. Collaboration has been discussed with Condé Nast Traveler, VICE and AFAR, a magazine focused on personal travel experiences. The present feature is just the first step in a series of Budapest’s global promotions. In the autumn, a new video will be released, focusing on the city’s cultural attractions. Then later this year, a mini movie will present Budapest’s winter scenes.
