For the second year running, Euronews, Europe’s leading international news media, has partnered with the European Travel Commission (ETC), representing national tourism boards of Europe, to support the travel and tourism sector.
A new ETC campaign “Open up to Europe” has recently started to run across Euronews’ TV and digital platforms, and aims to support the reopening of European tourism and boost travel confidence this summer.
Euronews is airing the campaign throughout the summer on its platforms, enabling the message of the ETC and its 30+ partners to access Euronews audience across its 12 language editions, reaching the European travel consumer at a critical time for the industry. A 30-second spot, created by ETC, focuses on Europeans’ desire to reconnect with nature, culture and gastronomic experiences.
The multi-channel campaign, which aims to reach 26 million travellers, is designed to reassure potential tourists that destinations and tourism businesses in Europe have implemented all the necessary health and sanitary protocols, and send a clear message that the sector is open for business in Europe. It is also intended to inspire consumers to broaden their perceptions on what Europe has to offer, encouraging them to travel in a more responsible and sustainable way.
“Open up to Europe” is co-funded by the European Union with the support of more than 30 destinations and travel brands, in an unprecedented collaboration between the public and private sectors. As part of the campaign, ETC and its partners have developed the microsite OpenUpToEurope.eu which will be a one-stop-shop for those considering their travel plans for summer 2021.
Luís Araújo, President of ETC, said: “Through this campaign and our collaboration with Euronews, we want to provide optimism for what we are confident will be an exciting summer for European destinations. ETC, Euronews and the leading voices in European tourism are here to say that Europe is open for travel. European destinations and tourism businesses are ready to provide that smooth, harmonious experience to travellers that has been missing for so long.”
Carolyn Gibson, Chief Revenue Officer at Euronews, said: “There is much cause for optimism for the tourism and travel sector: a Euronews poll recently showed that 7 in 10 Europeans were intent on travelling for holiday this year. We are proud to partner with the European Travel Commission again this year and play our part in helping the tourism and travel sector in Europe enjoy a fruitful summer season, after months of uncertainty linked to the COVID crisis. We are pleased to put our reach as Europe’s leading international news media and as a media particularly favoured by travel-hungry audiences to the benefit of this campaign.”
For almost three decades, Euronews has worked with the biggest players in the travel and tourism industry, from airlines, hotels to tourism boards, countries, regions and investment agencies, crafting inspiring content in 12 languages and providing 360° media and audience targeting solutions across Euronews platforms.
According to the Global Web Index, every month 96M people who say that they “like to explore the world around [them]” consume the Euronews brand (be it on TV or on digital platforms). Over 32M of them are in Europe.
To satisfy its audiences’ demand for more tourism and travel content, Euronews launched last year Euronews Travel, a digital destination aimed at those who are looking for unique experiences and memories, but not at the expense of the planet and local communities.
Euronews is a trusted European news media that has been delivering quality information for almost three decades, welcoming all points of view to enable its audiences to form their own opinions.
Euronews broadcasts to 160 countries and is distributed to more than 400 million homes – including 67% of homes in the European Union and the UK. Euronews is available in 15 languages and has a strong and growing presence on digital platforms.