The Hungarian Tourism Agency has identified three segments for its first-ever international tourism campaign, Spice of Europe.
It is targeting the campaign with creatives and positioning which will appeal to value-conscious young people aged 25–40, adventure-seeking families and world travellers between the ages of 30 and 55.
The campaign initially focused on promoting its capital Budapest but plans are in place to incorporate other regions as part as a wider relaunch of the Hungary brand.
The UK is one of its priority source markets, as well as France, Germany, Spain, Italy and the US.
The agency “wants it to be as natural for people travelling round Europe to visit Budapest as it would be to visit London or Paris.”