Soft launched on December 2020, “Europe Invites the Curious” is global campaign that aimed to build a distinctive image of Europe as a travel destination in long-haul markets.
Co-funded by the European Union, the European Travel Commission (ETC), in partnership with its member National Tourism Organisations (NTOs) is working on the development of the Europe Invites the Curious Global Campaign.
The purpose of this campaign is to build a distinctive image of Europe as a travel destination in long-haul markets, maintain the European travel market share and better disperse traveller flows in terms of geography and seasons, all the while considering aspirations for sustainability in tourism and its growth.
ETC is currently working on content creation for the global communication and promotional campaign. This includes development of storylines and key messages, hero visuals, videos, landing page, social media creatives, etc.
The campaign had a soft launch in mid-December 2020, and is expected to officially kick off in January 2021. A health- & safety- first approach will be taken into account, with content showing potential travelers that the continent and traveling is secure.
As part of the global campaign strategy, ETC also invites of European Destination Marketing Organization and the industry to get involved to leverage promotional efforts by using specific hashtags #VisitEurope for general campaign hashtag and passion point specific hashtags such as #NaturallyCurious, #CreativelyCurious, and #HistoricallyCurious.
Additional actions such as @VisitEurope tag, sharing promotional material, and content creation with influencers between the ETC and DMO are also encouraged.