Travel agencies’ self-advertising came to 120,000 dollars in July. Advertising was meant to promote their services and image within advertising campaigns developed in the media, in line with monitoring conducted by Mediafax-Data Base, the monitoring division within Mediafax news agency.
Last month, travel companies presented their offers in the media, through a number of 282 print ads. Most of these ads have small surfaces and look rather like advertisements than print ads. Of the 40 travel companies that promoted their services within the media, only 14 published more than 15 print ads, the rest of 26 having only one or two print ads (the latter being included in the “others” category).
The heaviest weight within the total volume of print ads was held by SC Eforie SA with 13 percent, followed by AliBaba Tours and Paralela 45, with 11 percentage points each.
“Quality services, professional advertising ad and a good price for the customer are the key to success,” Mahmut Yazici, director of AliBaba Tours agency, told Ziarul Financiar. “This year we aim to promote destinations such as Turkey or Tunis. We expect originally settled estimations to be reached,” Mahmut Yazici also said.
From the point of view of slogans, most travel companies used one or no slogans, the main idea focusing on the urge to go on holiday.
According to monitoring results, of the 282 print ads, only 1 had the surface of one written page, most of them (126) being 1/16 or a quarter of a page (84 print ads) long.
“The small size of most ads is accounted for by the fact that travel agencies do not have as yet the financial resources needed to cover these costs, but if we follow last years’ evolution within this field, we can expect them to allot more money in the future for the promotion of their services,” stated a tourism market analyst.
Referring to gross expenses on advertisement, AliBaba Tours registered the higher level with over 23,000 dollars, followed by ONT Carpati with 14,000 dollars, Eforie SA with 12,000 dollars and Eurolines Romania with 12,000 dollars. Though Paralela 45 came third as regards the number of print ads, it registered a lower volume of expenditures on advertising (below 10,000 dollars) due to the small size of print ads.