In the last week of October, ETC organised a series of events
Activities in 2004
under the banner of Europe Week. There were three main events:
Consumer and trade
· the second annual VisitEurope Media Exchange, VEMEX,
In January, ETC launched a new marketing campaign.
which was held at the New York Hilton on 27th October.
This campaign was designed to rebrand Europe by
This brought together 85 European travel suppliers and
· updating its image from the 'old Europe' associations with older
destination marketers and more than 120 journalists
generations, and
in day-long meetings.
· initiating new marketing programmes to reinvent Europe
· the annual ETC Transatlantic Marketing Conference,
as a dynamic, diverse, contemporary and exciting destination
held on 29th October and organised in partnership with
with unlimited appeal for travellers of all generations and lifestyles.
Smithsonian Magazine. 250 delegates listened to a panel
of speakers including Stelios Haji-Ioannou (President of
The campaign featured a new branding
easyJet), Richard Harris (chief strategist for Travelocity),
- Europe Unlimited - and a new logo.
and leading journalists from the Financial Times, New York
The consumer promotional newsletter
Times and NBC's Today Show. Keynote speaker was
was redesigned and renamed Visit
Ambassador Richard C. Holbrooke, Assistant Secretary of State
Europe Now. The ETC Travel Bulletin
under President Clinton and chief negotiator for the Dayton
was revamped too and now offers a lively, more journalistic
Peace Agreement which led to the end of the Bosnian war.
summary of news, events and trends affecting US travel to
Europe. Produced monthly for ETC members, the bulletin is also
· the Europe in NYC food and spirits extravaganza on
30th
30th
sent to a select group of travel suppliers and key media contacts,
October. This was organised in a partnership with American
and has been universally well received.
Express and its flagship magazines, Travel & Leisure and Food
& Wine. The new Europe Unlimited magazine was inserted into
The new brand was
the October issues of these
reinforced by changes
magazines, supported by
to the VisitEurope
advertising from ETC members
website. The new-look
and travel suppliers. It reached
site now offers more
10.2 million affluent Americans
user-friendly functions
with a keen interest in travel.
and navigability,
The event itself was advertised
including a searchable
in the magazine.
events database, and
more 'hot' deals to
A resounding success, Europe
book. There are new
in NYC drew some 850 guests
promotion and partner
- including more than 700
areas, and features
paying consumers - to sample
have been developed to
the characteristic food and drink
encourage user loyalty
of the participating countries.
and expand the
consumer database.
The website launch was
supported through the
use of online banner
ads and PR activities.