Ministry of Tourism New Communication Campaign
The minister’s new communication campaign focuses on tourist balance sheet for 2009
Lebanese minister of Tourism has launched a new communication campaign concerning visitors coming to Lebanon. Focusing on the prosperous tourist balance sheet of summer 2009, the TV advertisement communicates a clear message: Once you visit Lebanon, you’ll definitely come back.
« In our 2009 TV advertisement, we wanted to show the enthusiasm of tourists that visited Lebanon this summer » explains Nada Sardouk, director of the Lebanese ministry of Tourism, concerning her new campaign which was launched end of September on the Lebanese TV channels.In this 43 seconds sequence, the hostess of an airline is calling out for immediate boarding to passengers going on a flight from Beirut. Boarding room empty, unanswered calls and the reason: passengers have preferred to say in Lebanon. Some of them are lying on a deckchair by the pool or relaxing in a seaside jacuzzi . Others are floating in a boat on the surface of the underground Jeita River or enjoying intense moments at the Beirut National Museum, there are also those who opted for a calm evening around a garden table.
Creators from BBDO have had at their disposal more arguments comparing to previous years in terms of designing this new ad (produced by Origami). The 2007 tourist season spot they have designed after the war of July 2006 described Lebanon as “the safest country in the world,” targeting in particular the members of the Diaspora by communicating the idea a person is never safe, as between the arms of the beloved ones. As for the 2009 spot, it was shot at the Beirut airport, showing scenes of persons coming back to the country and emotional family reunion.
“We must deliver each year a campaign showing what we really are, continues Nada Sardouk. Getting imaginary ideas can never be useful, we must deal with the assets we have and the current situation”. For the 2008 season, the Ministry of Tourism campaign that was launched while the country was in a phase of political instability, focused on the expression Ups and Downs, in a reference to Lebanon’s history being made of ups and downs.
At BBDO, Omar Sadek (Manager Content development & Media innovation) confirms that in fact with Lebanon we do not sell dreams, “we are simply based on the feeling that express visitors, with the idea of not willing to leave the country. Imagine the tourist campaigns that could be launched if Lebanon enjoyed political stability …”
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1. Lebanon has 18 religious communities
2. It has 40 daily newspapers
3. It has 42 universities
4. It has a little less than 100 banks (that is banks and not branches of a bank)
5. 70% of the students are in private schools
6. Many of the Lebanese people are muslims
7. There’s 1 doctor per 10 people in Lebanon (In Europe & America , there’s 1 doctor per 100 people)
8. The name LEBANON appears 75 times in the Old Testament
9. The name CEDAR ( Lebanon ‘s tree) appears 75 times too in the Old Testament!!
10. Beirut was destroyed and rebuilt 9 times (this is why it’s compared to The Phoenix).
11. There’s 4.5 Million Lebanese in Lebanon
12. There’s around 15 Million Lebanese outside Lebanon !!!
OTHER INTERESTING FACTS:
1. Lebanon , the country, was occupied by over 16 countries:
(Egyptians-Hittites-Assyrians- Babylonians- Persians- Alexander the greats Army- the Roman Empire Byzantine- the Arabian Peninsula-The Crusaders- the Ottoman Empire- Britain-France- Israel- )
2. Byblos (city in Lebanon) is the oldest, continuously living city in the world.
3. Lebanon ‘s name has been around for 4,000 yrs non- stop (it’s the oldest country/ nation’s name in the world!)
4. Lebanon is the only Asian/African country that doesn’t have a desert.
5. There are 15 rivers in Lebanon (all of them coming from its own mountains)
6. Lebanon is one of the most populated countries in its archeological sites, in the world!!!
7. The first alphabet was created in Byblos (city in Lebanon )
8. The only remaining temple of Jupiter (the main Roman god) is in Baalbeck , Lebanon (The City of the Sun)
9. Lebanon is the country that has the most books written about it.
10. lebanon is the only country that defeated Israel twice: at may 2000 & july 2006
11. Lebanon is the only non-dictatorial country in the Arab world (Yes, we do have a President!)
12. Jesus Christ made his 1st miracle in Lebanon , in Qana
13. The Phoenicians (Original People of Lebanon) built the 1st boat, and they were the first to sail ever!
14. Phoenicians also reached America long before Christopher Columbus did.
15. The 1st law school in the world was built in Lebanon , in Downtown Beirut.
16. People say that the cedars were planted by God’s own hands (This is why they’re called ‘The Cedars of God’, and this is why Lebanon is called ‘God’s Country on Earth.’