MEDIA CAMPAIGN 2017
According to the programme of the Agency for Promotion and Support of Tourism of the Republic of Macedonia for 2017 we provide the following report on the implementation of media activities throughout 2017.
In order to successfully promote tourism of the Republic of Macedonia on the following stated markets, this 2017 standards for research of the targeted market when drawing up the plan for media campaign were prepared.
The established research standards include:
Statistical data on the number of tourists and overnight stays from the foreign country
• Months that tourists come to Macedonia and making the timeframe during which to advertise
• Comparative statistical data on a monthly basis by countries
• Visits of tourists by regions in Macedonia
• Visits of foreign tourists by cities
• Realized overnight stays of tourists by years
• Realized overnight stays by regions in Macedonia
• Realized overnight stays by countries of origin
• Average length of stay of foreign tourists in Macedonia by country of origin
• Visiting of the page macedonia-timeless.com and analytical search tools available by Google Analytics, number of visits, country of origin, search content, years of age of persons making the search, new visitors, retention time and range of searching content and so on.
Flights and days of realized airline traffic
• A world tendency are shorter holidays, but more times in a year, leading to increased pace of travel. Increased number of newly opened airlines of low-budget companies that allow easy connection of Macedonia with the world and vice versa. If the flights are on Friday and Tuesday it would be a great opportunity for development of Macedonia as a weekend destination for some tourists, or for Skopje to become a City Break destination.
General information about the foreign country
• Demographics,
• Geographical setting
• Religion,
• GDP
• Internet users
Characteristics of the population and potential tourists from the given foreign country
• Mentality
• Culture
• Customs
• Years of age
Trends and the experiences sought by tourists from the given foreign country?
• Taste and requirements of travellers (food, lodging, which experiences are required)
• Where they travel most and how much they spend on travel (to find statistical data from national statistical offices in order to obtain some of the above-stated information)
To do research on the most read and most popular
• Printed media (newspapers, journals, magazines)
• Internet portals
• Billboard companies
• Marketing agencies
• Most popular television and radio programmes
• Blogging portals that deal with tourism issues and trips
Contact and communication with the Embassy of the given country in Macedonia and vice versa of which an opinion on certain advertising media channels in the given country is required.
Data from tour operators that APST has established communication with and working meetings, as well as data from UNWTO and PATA.
According to the aforementioned research in 2017 as target countries that promote tourism of the Republic of Macedonia with a media campaign are:
• Serbia
• Albania
• Kosovo
• Bulgaria
• Poland
• Russia
• England
• Slovenia
• Sweden
• Czech Republic
• Romania
Complete document of the Report on the media campaign for 2017
MEDIA CAMPAIGN 2016
OUTDOOR CAMPAIGNS, ADVERTISING IN PRINT MEDIA, ELECTRONIC PROMOTION AND TELEVISION CAMPAIGNS
According to the programme of the Agency for Promotion and Support of Tourism of the Republic of Macedonia for 2016 we submit the following semi-annual report on the implementation of media activities for 2016.
In order to successfully promote tourism of the Republic of Macedonia in these markets this, 2016, standards for targeted market research were prepared in developing a plan for a media campaign.
The established research standards include:
1. Statistical data on the number of tourists and the number of overnight stays by a foreign country.
– During which months tourists come to Macedonia and creation of a timeframe during which period we should advertise
2. Flights and days of realized air traffic
– A world tendency are shorter holidays, but more times in a year. If the flights are on Friday and Tuesday it would be a great opportunity for development of Macedonia as a weekend destination for some tourists, or for Skopje to become a City Break destination.
3. General information about the foreign country
– Demographics,
– Geographical setting
– Religion,
– GDP
– Internet users
4. Characteristics of the population and potential tourists from the given foreign country
– Mentality
– Culture
5. Trends and the experiences sought by tourists from the given foreign country?
– Taste and requirements of travellers (food, lodging, which experiences are required)
– Where they travel most and how much they spend on travel (to find statistical data from national statistical offices in order to obtain some of the above-stated information)
6. The funds invested by APSTRM in marketing in that country in 2013, 2014 and 2015
7. To do research on the most read and most popular
– Printed media (newspapers, journals, magazines)
– Internet portals
– Billboard companies
– Marketing agencies
– Most popular television and radio programmes
8. Contact and communication with the Embassy of the given country in Macedonia and vice versa.
In accordance with the aforementioned research, this year as target counties in which tourism of the Republic of Macedonia is promoted by a media campaign are:
– Serbia
-Albania
– Kosovo
– Bulgaria
– Poland
– Russia
– England
– Slovenia
– Belgium
The main goal of promotion in these countries is to increase the awareness of tourism in Macedonia and to keep the interest of those markets where Macedonia is a well-known and visited tourist destination. Tourism products that were promoted include:
– Nature and adventure in nature in Macedonia
– Food and wine
– Religious tourism
– City break
– Rural tourism
– Macedonia as a destination for luxury tourism
Complete document of the Report on the media campaign for 2016
MEDIA CAMPAIGN 2015
Introduction
According to the programme of the Agency for Promotion and Support of Tourism of the Republic of Macedonia for 2015, we submit the following report about the implementation of the media activities for 2015.
The Agency for Promotion and Support of Tourism of the Republic of Macedonia, since 2009, represents Macedonia with a media campaign that includes advertising in printed media (newspapers and magazines), online portals and billboards.
The agency must project the image of Macedonia internationally. It requires research of the key attractions of Macedonia for guests from different markets and raising the awareness about the full range of these attractions, through advertising, constant public relations and information dissemination. The Agency should, on behalf of the tourism sector as a whole, research the existing and open new potential markets.
The promotional campaign for the Republic of Macedonia is continuously implemented in Serbia, Bulgaria, Albania and Kosovo. These are countries of the first circle according to their geographical location (Balkan countries), and the fact of placing in these countries stems from the possibility for potential tourists to decide to have a holiday in Macedonia, primarily because of:
– The close territorial setting,
– Similarities with our culture, tradition and historical overlapping, typical of all Balkan countries,
– According to the statistics, we have the largest number of tourists from our neighbouring countries (Serbia, Bulgaria, Greece, in a smaller percentage Kosovo and Albania). The goal is for that number of tourists to be maintained and to grow continuously.
– These are tourist markets where Macedonia is known as a destination, and the role of advertising in these countries is to attract the attention of buyers, so that they can then buy the product, that is, to present the tourist product with an enriched tourist offer.
For other tourist markets, marketing activities were also intended for promotional activities in France (2014, 2015). Opening new markets stems from:
– Connection with air lines (Wizz Air Skopje-Paris Beauvais France)
– The possibility of Skopje to grow into a City Break destination (all European destinations from which there are regular air lines from Skopje).
– Statistics on the growth of tourists from these countries
Complete document of the Report on the media campaign for 2015
MEDIA CAMPAIGN 2014
MEDIA CAMPAIGN 2014
(PRINT, BILLBOARD AND ONLINE PORTALS)
The Agency for Promotion and Support of Tourism of the Republic of Macedonia in 2014 presented the Republic of Macedonia with a media campaign in the first round of countries. The media campaign included advertising in print media (newspapers and magazines), online portals and billboards in Serbia, Croatia, Slovenia, Bulgaria, Kosovo, Albania, and part of the funds was allocated to Poland and Sweden, as well as to France and England.
The idea for this creative concept is the result of long-term research in the context of what is common to both countries, what connects them and gives potential tourists a feeling that there are at home in Macedonia. The decision on making the natural beauty of Ohrid Lake a part of this creative concept, has emerged as inevitable need and necessity in promoting the Republic of Macedonia and the sentences of the call that were part of the creative concept are a close association for potential tourists. These sentences were written by famous poets in the particular countries, which they are more than familiar with.
Complete document of the Report on the media campaign for 2014
MEDIA CAMPAIGN 2013
MEDIA CAMPAIGN 2013
(PRINT, BILLBOARD AND ONLINE PORTALS)
The Agency for Promotion and Support of Tourism of the Republic of Macedonia in 2013 presented the Republic of Macedonia with a media campaign in the first round of countries. The media campaign included advertising in print media (newspapers and magazines), online portals and billboards in Serbia, Croatia, Slovenia, Bulgaria, Kosovo, Albania, and part of the funds was allocated to Poland and Sweden.
For this promotional campaign for the Republic of Macedonia a budget of 300,000.00 Euros was granted, which were allocated to the first round of countries. The fact to place this amount in these countries precisely arose from the possibility of potential tourists to opt more easily for a holiday in Macedonia, primarily because of the close territorial setting, the similarities with our culture and age-long tradition. In part of the second round of countries, the Agency for Support and Promotion of Tourism presented the Republic of Macedonia at tourism fairs.
The idea for this creative concept is the result of long-term research in the context of what is common to both countries, what connects them and gives potential tourists a feeling that there are at home in Macedonia. The decision on making the natural beauty of Ohrid Lake a part of this creative concept, has emerged as inevitable need and necessity in promoting the Republic of Macedonia and the sentences of the call that were part of the creative concept are a close association for potential tourists. These sentences were written by famous poets in the particular countries, which they are more than familiar with.
“Between the reality and the dream” is a sentence used by Macedonia to invite tourists from Serbia. It is a sentence of the famous poet Laza Kostic – close enough to the Serbs, and more than authentic to provide a description of Macedonia.
In the neighbouring Bulgaria a quote by the poet Ivan Varzov called Bulgarians to visit Macedonia – “From my neighbour’s garden the Lilac smelled.”
Naim Frasheri is the poet that wrote about Macedonia in one of his poems and literally captured to the Albanians what they can expect by visiting our country – “And there a smiling sun is born….”
“An unknown power drags me to you” told the Slovenians the famous Slovenian poet Simon Gregoric about Macedonia. With this very sentence, we decided to invite them to come here.
The irreplaceable Dado Topic in his song “Macedonia” brought Macedonia closer to the Croats by the sentence “Where the sun shines eternally.“ It was more than a perfect description to present Macedonia in Croatia.
Complete document of the Report on the media campaign for 2013