The European Travel Commission has teamed up with Euronews to create and launch a new media campaign entitled “We are Europe”. The campaign is designed to inspire people to get ready to travel again as travel restrictions across Europe are gradually being eased.
The campaign, which will air on Euronews’ TV and digital platforms, as well as on ETC, and its members’ digital platforms – over the next four weeks, engages audiences to look forward to travelling again and experiencing the beauty of this unique continent.
Europe is the second smallest continent on Earth, but with almost 50 countries and over 740 million people, it is home to an unrivalled diversity of landscapes, cultures, communities and history that stretch far beyond individual nations.
The new film, designed by Euronews’ in-house creative agency Embrace, aims to inspire curiosity and drive imagination for future trips featuring nature, culture and history and heritage experiences.
The one-minute spot addresses the emotional journeys many of us have been on during the COVID-19 lockdown period: what we have missed, what we may have discovered about ourselves, whilst reflecting on the diversity and togetherness across the continent.
The Euronews funded initiative promotes sustainable travel and celebrates Europe’s diversity and the unique power of travel to bring people together. The campaign is co-funded by the European Union to facilitate multiple language creatives (in French, German, Italian, Spanish and Portuguese, on top of English), ensuring the widest possible reach and engagement.
Eduardo Santander, Executive Director at the European Travel Commission said: “The European tourism ecosystem is by far one of the most affected as a result of this pandemic. Media plays a crucial role informing end consumers and stimulating demand for travel and tourism. We are delighted to share with Euronews’ audience our commitment to support the recovery efforts of tourism destinations, reminding people of the beauty and uniqueness of traveling in Europe. Moreover we support the EU call for safety, transparency, coordination and non-discriminatory approach operating in the new normal environment.”
Carolyn Gibson, Chief Revenue Officer at Euronews said: “With its distinctive European identity and mission, Euronews is uniquely placed both to have the expertise to design such a campaign and to reach a wide audience across the continent and beyond. As Europe’s leading news channel we are the reference point for Europeans seeking trusted information. Our coverage of travel and tourism is core to our output across TV and digital through a wide range of editorial programmes in 12 languages. Euronews’ extensive commercial partnerships with tourism entities enable us to connect our large frequent traveller audiences to exciting destinations and new experiences within Europe and around the world. We are working currently with many government, travel and tourism partners – to adapt their creative messaging and campaign executions to post-COVID consumer needs, sharing their success stories and ensuring that audiences are informed about current and future travel opportunities as travel restrictions begin to lift. We are proud of the campaign we are launching today with ETC and are proud to play our part in helping Europe’s post-COVID-19 recovery.”
This new campaign comes after Euronews hosted launched on 4th June 2020 the first of a series of virtual debates on the travel and tourism sectors. This first event was held in partnership with ETC and entitled “Rethinking and Reviving Travel and Tourism” (available for replay here) with Rita Marques, Portugal’s Secretary of State for Tourism, the European Commission’s DG MOVE’s Matthew Baldwin, and ETC’s Executive Director Eduardo Santander. As a partner to the industry, Euronews is keen to support the open exchange of information within these sectors. Euronews is Europe’s leading international news channel and one of the best known and most trusted news brand operating across the continent. Worldwide, Euronews is broadcast in 160 countries and distributed in almost 400 million homes – including 67% of homes in the European Union + UK. Every month, Euronews reaches almost 150 million people, both on TV and digital platforms, according to the Global Web Index (Q1, 2020).