Campaigns and B2C events Spain On the occasion of the upcoming Prague International Marathon, a media campaign was aired on ABC Punto radio (440,000 listeners daily) from February to May 2012. The campaign comprised thematic advertising spots featuring the Czech Republic, interview broadcast from the Prague studio (PIM), and a microsite at www.abc.es for viewing videos and photographs. Twitter and Facebook were also engaged. The advertising value equivalent (AVE) of the airtime exceeded twenty times the initial investment in the campaign (AVE amounted to CZK 2.3 million). Poland A presentation of the winter season in the Czech Republic was organised for the sixth time at the Galeria Dominikańska shopping centre in Wroclaw, with 19 Czech partners taking part, predominantly from the private sector. Recurrent participation of the majority of partners testified to the success of the event. Scandinavia A joint online campaign with Travellink and Czech Airlines was launched in Denmark and Sweden in the autumn, aimed at promoting Prague at Christmas. Part of the campaign was a banner with a special offer and a link to a microsite, a newsletter mailed to 255,000 recipients, and a contest for a holiday in Prague. The outcome of the contest was 5,000 new recipients added to the B2C database. The campaign resulted in an above‑average CTR and a high number of unique visitors to the microsite. United Kingdom An unconventional marketing event took place during the Summer Olympic Games in London. More than 75,000 visitors dropped by the Czech exhibition stand. Aside from providing tourist information, CzechTourism prepared an accompanying programme in the form of an interactive device where all visitors could make themselves a souvenir photo with the CzechTourism logo referring to the Agency’s website. The photo could be printed, emailed, posted on Facebook or tweeted. PR Germany Three excellent PR projects were successfully completed in Germany. Thanks to a press trip arranged for the Die Zeit daily, 525,571 copies of a Prague Guide brochure were published with AVE surpassing CZK 7.5 million. Three journalists were involved in the project – a hotel reviewer, a food reviewer, and a journalist who conducted interviews with writer Jaroslav Rudiš, economist Tomáš Sedláček and singer Marta Jandová. A press trip to Karlovy Vary during the International Film Festival, with seven media representatives participating, was also a great success. The published articles generated AVE in excess of CZK 12.5 million. In collaboration with the Karlovy Vary region, a 45‑minute programme was made featuring Czech spas and it was aired on the German‑French public‑service TV channel ARTE. Austria CzechTourism’s foreign office in Austria in collaboration with the City of Brno and the Tourist Authority – South Moravia organised a press trip to Brno to mark the reopening of Villa Tugendhat. The mix of an attractive topic and a remarkable media line‑up (Krone Zeitung, Panorama Verlag, Der Standard, Traveller, Die Presse, Railtours, ÖBB social media, BahnMax) resulted in excellent media exposure. Among the most interesting contributions was a three‑page article published by Krone Zeitung with AVE amounting to CZK 1.6 million, and an article in Der Standard worth CZK 675,000. Slovakia A series of 11 press conferences was held in Slovakia, promoting all tourist regions with the exception of the capital Prague. Special focus was on UNESCO sites. USA The Czech Republic was picked as the location for shooting the seventh episode of one of the most popular US shows aired on the ABC channel, The Bachelorette. Thanks to co‑operation of CzechTourism with the City of Prague and the Aria Hotel, the almost two‑hour show featured sights of Prague and also the Křivoklát and Sychrov castles. The Czech Republic was presented mainly as an ideal romantic destination with breath‑taking historical monuments and huge potential for honeymoon and wedding tourism. The show aired on the ABC channel on 25 June, 2012 at prime time from 8 to 10 p.m. and was watched by some seven million viewers. Collaboration with tour operators Benelux Marketing collaboration with Belgium’s leading tour operator Jetair focused on promotion of winter and summer active holidays. The Czech Republic was presented to all Jetair’s business partners (about 400 French and 400 Flemish entities) at the largest B2B event in Belgium. Two shopping fam trips were arranged for Jetair’s product manager and a joint press conference was held, promoting skiing in the Czech Republic. This collaboration resulted in four new pages in the winter and summer catalogues featuring Czech mountains, and dozens of media outputs. Some 1,600 active holiday package tours sold in the first year. China A MICE workshop along with a press conference took place at Beijing’s renowned St. Regis hotel on 11 November, 2012. It was attended by 47 media representatives and all of them produced media output on the event. In addition, 120 VIP guests from the tourism industry and media participated in the following banquet. During the workshop, concrete projects were fixed for groups of 200 and 80 participants. The tour operators’ response to and media coverage of the event reverberated for several months. Russia South Bohemia was featured at a presentation organised in Russia. A fam trip was arranged for the Yekaterinburg Avtomobilist ice hockey club officials to seek possibilities of training stays of KHL hockey players in the Czech Republic. Following successful negotiations, the cities of Hluboká and České Budějovice hosted training camps. The event contributed to a positive image of South Bohemia and brought a direct financial benefit in the amount of over CZK 3 million. In December, 35 tour operators and journalists participated in a workshop “Fabulous South Bohemia and Magical Šumava Mountains”. After the workshop, a gala evening was organised for 60 guests from the ranks of travel business and the press. Latin America In 2012, six Mexican cities hosted a series of events targeted at some 1,500 representatives of travel agencies and tour operators: Monterrey – presentation for 150 travel agents, trade show booth; Guadalajara – presentation for 50 travel agents, trade show booth; Leon – presentation for 50 travel agents, trade show booth; Mexico City – presentation for 50 travel agents, trade show booth; Pueblo – presentation for 120 travel agents, trade show booth; and Merida – presentation for 180 travel agents, trade show booth.