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How to make Budapest more attractive in the world?

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by

Robert Jano

on 29 April 2014

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Transcript of How to make Budapest more attractive in the world?


Bridge Budapest
- Marketing Round 2. -
How to make Budapest more attractive in the world?
Róbert Janó
Fact #1
Although since the bankruptcy of Malév Hungarian Airlines and with the spread of cheap flights, the arriving tourist audience have changed, the traditional and the congress tourism industry contributes greatly to the city's economy,
Fact #2
Budapest attracts yearly 4.2 million tourists, which makes Budapest the 25th most visited city in the world
ranked as the most livable city in Central and Eastern Europe on EIU's quality of life index in 2010.
Fact #3
the capital being home to many convention centre and thousands of restaurants, bars, coffee houses and party places, besides the full assortment of hotels. In restaurant offerings can be found the highest quality Michelin-starred restaurants, like Onyx, Costes or Borkonyha
not to mention the unique sightseeings
Fact #4
Budapest is also a great place to do business
The Emirates Airlines planning a new supporting facility in Budapest because: "We searched extensively across Europe to find the right location for this facility and Budapest ticked all the right boxes for us.It offers us a population base with the right mix of languages and skills
Quotes
“Budapest is a prime site for dreams: the East’s exuberant vision of the West, the West’s uneasy hallucination of the East. ” M. John Harrison
“…come from Paris to Budapest you think you are in Moscow; go from Moscow to Budapest you think you are in Paris…” György Ligeti
So, how to shake things up
to make Budapest even more attractive?
introducing...
EXPLORE.BUDAPEST
is a new, cross-platform, 360° communication activitation, which includes a new website, smartphone application, social media activation, out of home advertising, TV commercial etc.
General Idea:

"Budapest is one unique city."

"Budapest is the perfect place for you to leave your comfort zone, and experience something different or something new."
360°
Website & Smartphone App
partially edited by the tourists
if they hashtag on
#explore.budapest #explorebudapest*
*to avoid typos
the picture or post automatically appears on the
website's and app's news feed
Website proposal
Smartphone App Proposal
Out of Home (OOO) and TVC
the basic theme of the OOO and TVC should be designed for each target region separately.

compare the regions local hotspots and attractions to Budapest's hotspots attractions

show, how Budapest is an exciting place to be

OOO proposals
Target: USA East Coast
Target: Italy
OOO Ideas can work as TVCs as well
TVC - rough draft
communication examples
Target: Germany (Berlin)
International (not country specific)
International (not country specific)
Timeline
LAUNCH
Launch - 4
Start the development
of the website and Smartphone
App
L-2
Pick main target cities / countries
Develop materials together w/
agencies
website & app
social media
OOOs and TVCs
MANAGEMENT SUMMARY
explore.budapest is a new way of representing Budapest abroad
it merges the social media aspects with stationary information
this communication strategy involves medium investment, but it can be a long term strategy merging other activities as well
high revenues expected from the ads on the website and built-in the app
explore.budapest is able to increase Budapest's popularity and reputation internationally

Bridge Budapest
- Marketing Round 2. -
How to make Budapest more attractive in the world?
Róbert Janó
THANK YOU FOR
YOUR ATTENTION!
Full transcript