Prague City Tourism and partners are launching a new campaign. The capital wants to attract a more upmarket clientele
11 October 2021, Prague - The digital marketing campaign of Prague City Tourism and partners is primarily aimed at selected European markets. The aim is to raise the standing of Prague, as a city for a more discerning clientele. The organization is confident that its comprehensive campaign strategy will attract a more upmarket visitor clientele than has been the case in the past. The campaign will run until the end of the year. City Hall has endorsed a budget of 40 million CZK.
This week on Wednesday, Prague City Tourism launches an autumn and winter campaign to attract a more creditable clientele and present the metropolis as a hallmarked European location. The campaigners believe in the hidden potential of Prague as an exclusive destination offering a wide range of activities for more discerning tourists.
‘We want to rid the capital of being labelled as a venue for cheap alco-tourism. Together with Prague City Tourism we are building a new brand for Prague that will appeal most especially to a classy clientele, interested in culture, heritage and fine dining. The city will benefit most from welcoming the kind of guest who’ll develop a personal bond with our metropolis and will be happy to keep coming back again,’ says Hana Třeštíková, Councillor for Culture and Tourism.
Following the example of other European capitals, such as Berlin or Vienna, Prague wants to attract visitors with city-breaks and quality metropolitan services. The aim is also to accentuate the concept of responsible tourism and quash the idea of Prague as a tawdry party venue.
‘We need to speak to tourists much more authentically and win them over to the idea of revisiting Prague’, says František Cipro, Chairman of the Board of Directors of Prague City Tourism, adding: ‘We want to present the capital as an exclusive metropolis with an accent on notable people, the artists and creatives who live here. That's where the key campaign visuals come from.’
The 40-million promotional campaign is being launched by Prague City Tourism in cooperation with Prague City Hall, the Association of Hotels and Restaurants of the Czech Republic and Václav Havel Airport Prague. Mastercard is to provide core data on the habits and age profile of potential visitors to make the campaign work effectively.
‘First and foremost, we value our long-standing and very good cooperation with City Hall and Prague City Tourism. This project will move us yet closer to the systematic promotion of tourism and all its stake-holders, who owe it their livelihoods. We also prepared the campaign with the aim of making changes and cultivating a different structure of tourism in Prague, which is also a gateway to other parts of the country,’ says Václav Stárek, President of the Association of Hotels and Restaurants of the Czech Republic.
‘Key destinations are currently experiencing an increase in seat capacity. This also creates favourable conditions for restoring tourism from abroad, which is still short of making a substantial recovery after the pandemic. It is precisely with a view to supporting this segment that we are working intensively with Prague City Tourism and CzechTourism as their very proud partners. We will be delighted to showcase Prague as one of the most beautiful cities in the world," adds Jiří Pos, Chairman of the Board of Directors of Prague Airport.
The campaign will be run exclusively online. Promotions will run through the RTB and PPC content networks. Strategic communication through social media will play a crucial role. The campaign marketeers have put together a new micro-site StayinPrague.eu, online from Wednesday.
As part of the campaign, the company is working with a series of photos and video-spots underpinning the new authentic city image. The photos and spots present Prague artists, such as Tata Bojs, the string quartet Unique Quartet, Grammy Award winner Ondřej Pivec and progressive dance group Dekkadancers.