If you have seen the sort of advertisement ob buses in certain cities of the UK would they make you rush out to book a flight to the Costa Blanca .I fear that the answer would be “No”.Yet the provincial tourism board has launched a campaign in 10 British cities on over 500 buses to promote the Costa Blanca.
Birmingham , Leicester , Bristol , Leeds , Liverpool, London , Manchester , Sheffield all have these advertisements .Thy say ” Costa Blanca , the space in your life ” and there is a picture of a beach .The words ” Costa Blanca are so small in relation to everything else in the picture .I thought that it was an advert for ” My Space ” when I first saw it .If the focus was to draw attention to those magic words ” Costa Blanca ” then it has failed .
They want to get Brits to continue to travel to the Costa Blanca , well this isn’t going to do it .Using buses is a good idea but they pass very quickly and therefore it is vital that the words tht you want people to read are bold and the image of beaches produce a yearning on a chilly summer day in the Uk .This photograph would not do that .
Everyone realises that the rate of exchange and the recession together is affecting the tourist industry out here and promotions like this can be vital but you have got to get it right .Brits make up almost 60% of the international tourism on the Costa Blanca and 46% of all passengers passing through Alicante airport .The Costa Blanca cannot afford to allow this market to dry up .One wonders what this campaign has cost to promote and just what return will be gained from the investment .
