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Trade Reassurance Campaign in North America

Restoring confidence in transatlantic travel

ETC carried out a trade reassurance campaign in North America in spring 2021 with the objective of restoring confidence and build a distinctive image of Europe as a desirable travel destination for North American travellers, all by highlighting Europe’s tourism industry commitment to health and safety protocols, while at the same time showcasing the Europe brand via inspiring experiences.

Travel adivisors and operators received the latest updates on the implementation of health and safety protocols across Europe. The campaign also showcased new travel experiences for travellers who are curious about nature and the outdoors, creative cities and history and ancestry.

The campaign elements included as a series of native and video ads, email marketing, newsletters, webinars and a landing page hosted on Travel Agent Central in USA and  Pax news and Pax Nouvelles for the English and French Canadian markets respectively . The campaign wrapped up with a virtual event on 30 June 2021.

Travel advisors and operators seeking information about current travel conditions in Europe are advised to consult the portal


Co-funded by the European Union

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Campaign website