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European nations unite for new tourism campaign
Europe nations have come together behind a unified tourism campaign to inspire people to travel again as border restrictions across the continent are eased.
The European Travel Commission (ETC) has partnered with Euronews to launch We Are Europe, with the campaign focusing on the "beauty, diversity and soul" of Europe.
Over the next four weeks, the campaign will air on Euronews’ TV and digital platforms, as well as on ETC and its members’ digital platforms.
A new one-minute film to accompany the campaign seeks to highlight the many varied and emotional journeys European citizens have been on since the onset of Covid-19.
It also focuses on what people have missed and what people have learned about themselves, while reflecting on the continent’s diversity and togetherness.
The campaign places sustainable travel at the heart of its message, and the "unique power" of travel to bring people together. It is co-funded by the European Union, and has been produced in multiple languages.
The EU is hoping to lift all internal border restrictions by early-July.
“The European tourism eco-system is by far one of the most affected as a result of this pandemic," said ETC executive director Eduardo Santander.
"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, Euronews chief revenue officer, added: "We are working with many government, travel and tourism partners to adapt their creative messaging and campaigns to post-Covid consumer needs, sharing their success stories and ensuring audiences are informed about current and future travel opportunities as travel restrictions begin to lift."
