Lebanon promotes itself on CNN

The Lebanese Ministry of Economy and Trade is turning to CNN to help it showcase its tourist attractions to the world.

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By  David Ingham Published  April 15, 2004

The Lebanese Ministry of Economy and Trade is turning to CNN to help it showcase its tourist attractions to the world. A new campaign entitled ‘Rediscover Lebanon’ uses 90 second mini features, or ‘vignettes’, to highlight an aspect of Lebanese cultural life. The first three vignettes, produced by CNN’s in-house Creative Services team, highlight downtown Beirut’s architecture, the country’s unpretentious nightlife and Lebanon’s ski resorts. The campaign, which includes input from Middle East Airlines (MEA), the country’s national airline, aims to show that Lebanon is a safe and culturally rich destination. “Lebanon will benefit greatly from this campaign as CNN reaches millions of viewers across the world,” says Marwan Hamadé, Lebanon’s Minister of Economy and Trade. “And we are pleased to associate this campaign with this reputable, global platform in showcasing all that Lebanon has to offer.” “Lebanon, the land of cultures, traditions, diversity, adventures and delicacies, welcomes you throughout the year. It's about time to Rediscover Lebanon.” A dedicated website, www.rediscoverlebanon.com, has been developed by CNN to support the campaign. MEA will do its bit by distributing Rediscover Lebanon postcards on all flights, at Beirut International Airport and at tourist offices across the region. Future vignettes in the series will focus on Lebanon’s historical sites, vineyards, beaches and cuisine. In 2002, Lebanon received 956,464 visitors, of which 420,659 came from the Gulf.

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