JEDDAH, 1 June 2007 — CNN has introduced a novel concept to boost tourism and also help various countries identify their globally not-so-popular destinations to attract tourists.
The globally popular television news channel has hit on the novel scheme through its ad sales division, which is building on its expertise with the launch of a stand-alone dedicated tourism consultancy group to help advise clients in this sector and provide an effective partnership for growth.
Its Tourism Advertising Solutions & Knowledge (TASK) Group is a fully complimentary bespoke client service comprising a team of external experts working closely with CNN, that will focus on building partnerships with clients to create remarkable solutions for their tourism strategies.
The group, claimed to be the first service of its kind in the international television marketplace, will offer clients best of breed advice, information and intelligence to significantly enhance their nation and brand building efforts.
“The media is playing a critical role in stimulating sustainable tourism growth and we are predominant in that arena,” Rani Raad, VP CNN International Ad Sales told Arab News in a telephone interview from his London office yesterday. “We have a reputation for innovation and we are proud to set new standards in our strategic client services. With the TASK Group we are responding to our responsibilities as the leading media player in the tourism sector.”
The group will provide advice on the development of strategies, brand and communications development program, crisis management counsel, audits and analyses on the impact of campaigns.
The launch of the TASK Group comes at a time of huge growth in the travel and tourism sector which in 2006 was expected to account for 10.3 percent of the world GDP, estimated by World Economic Forum T&T Survey 2007, and for the creation of 2.5 million new jobs worldwide, according to World Travel & Tourism Council.
CNN’s roster of travel and tourism clients is one of its fastest growing client categories. Clients on air this year alone include Qatar Airways, Aeroflot, Angola National Private Investment Agency, Cyprus Tourism Organization, Latvian Tourist Development Agency and the Greek National Tourism Organization.
“The revenue generated by the group forms a significant part of the news channel’s overall revenue,” Raad said.
Taking advantage of the TASK Group’s role and contribution, Qatar Airways is to promote its premium first and business Class terminal in Doha with a bespoke advertisement to air on CNN International. This is the first promotional campaign for the terminal — “the first of its kind in the world” — which opened in November 2006.
The advertisement is the next stage of Qatar Airways’ brand-building campaign that has been running on CNN International since 2004 and includes sponsorship of CNN’s ‘Quest’ program and weather reports on CNN.
This particular advertisement focuses on the facilities exclusively offered at the airline’s Doha hub, informing CNN’s audience of upmarket global travelers of the quality of services available to guests flying with Qatar Airways.
“CNN reaches a global demographic of upscale business and first class passengers who would be interested in this kind of service from Qatar Airways,” Raad said. “We have worked consistently with Qatar Airways.”