A place of remarkable attractions, hidden treasures, thriving culture and great hospitality. This is how Hungary is presented in a new feature film created by the Hungarian Tourism Agency for the country’s global campaign.
The camera roams from the soaring lookout tower in the bucolic Mátra hills to the vast expanse of the Hortobágy National Park, showing the diverse landscape of provincial Hungary as a Wellspring of Wonders, the catchphrase used for the campaign. This slogan, with its WOW Hungary acronym, refers to this destination of endless fascination. A Hungarian verse by 19th-century poet János Vajda is recited over the film.
Thrilling motorcycle rides, a panoramic hot-air balloon trip and a journey along northern Hungary’s narrow-gauge rail are just a few of the curious conveyances that provide viewers with a unique view of these attractions. Pedal boats of a bygone era and contemporary SUP sports are deftly juxtaposed, with peaceful cycling on a tandem bike set against adrenaline-pumping rock climbing, showcasing varied landscapes around the country.
Also highlighted in the film are living Hungarian traditions such as the csikós horse-herdsmen culture often associated with the Great Plains, and Easter splashing rites in the village of Hollókő, a UNESCO World Heritage Site. Its rich network of thermal-water spas, rolling vineyards and paprika-infused gastronomy add to the flavour of this much diverse land.
Shooting for the WOW Hungary story took a film crew to 90 cities across 6,500 kilometres over 22 days. Visual elements for this new campaign were created by the local Graphasel Design Studio and related multilingual ads will be published in 13 countries, including the UK, USA and China.
Following on from the international Spice of Europe promotion to present Budapest as a bucket-list capital city, a new film in this series has also been launched, its theme the architecture and culture of the capital. In it, four artists guide the viewer from Heroes’ Square to the Chain Bridge and the tessellated Szent Gellért tér underground station. Ballet-like acts, circus stunts and dance presentations are performed around these major attractions. English-language narration and a Hungarian folk song dovetail with dramatic movement to accentuate each landmark.
Both features premiered at the Turizmus Summit 2018 conference, where Editor in Chief at We Love Budapest, Regina Papp, was among those who received a Pro Turismo award, a recognition given in honour of great achievements in promoting Hungary.
