The promotional campaign, which was implemented in the period from October 1 of the previous year to the end of February 2024, aimed to raise awareness of the tourism potential of Montenegro and attract tourists through various marketing channels, especially through BBC News TV, website and social media profiles. BBC networks.
Director of NTO Montenegro, dr Ana Tripković Marković, she expressed satisfaction with the successfully implemented campaign on the channels of the prestigious BBC media company.
"It is extremely significant that after a long time, Montenegro had a promotional campaign in cooperation with one of the most globally influential media companies. The results of the campaign on the BBC's television and online platforms exceeded our expectations, confirming the importance of a presence on the international stage. The reach we achieved among an audience of millions represents a significant step in improving the image of our destination, while at the same time attracting the attention of potential tourists. In the coming period, we plan to strengthen cooperation with similar global media houses in order to continue building the recognition of Montenegro's tourist offer around the world," said Tripković Marković.
As part of the campaign, the destination video about Montenegro "In the company of nature", which won three international awards, was broadcast on the BBC News Channel. The TV campaign, during which the video of our country was broadcast more than 150 times in prime time, recorded over 30 million views. The impressive results of the digital campaign were also recorded, which had a reach of 3 million views of the website bbc.com, while the branded article about Montenegro recorded 20 thousand views. In addition, a reach of 450.000 views was achieved on the BBC's social networks.
As a continuation of cooperation with this media company, in the coming period, an episode of the travel show "Travel Show - Montenegro Top and Trail" will be filmed in Montenegro and broadcast in July this year on the BBC News Channel. This type of promotion will directly present the beauty of the destination to the audience and additionally strengthen the position of Montenegro as a tourist destination.
