Lebanon launches media campaign

The Levantine state is hoping a glitzy advertising campaign on CNN will help change preconceptions on the Switzerland of the Middle East.

  • E-Mail
By  John Irish Published  April 18, 2004

Rediscover Lebanon. That’s the message international news organisation CNN is currently broadcasting to its 160 million viewers worldwide in a yearlong advertising campaign for the Lebanese Ministry of Finance and Trade. For the Levantine state, once known as the Switzerland of the Middle East, the eight 90-second vignettes will in many ways signal Lebanon’s return to the global arena following years of political strife in the late 70s and 80s. “We are delighted to finally launch the ‘Rediscover Lebanon’ campaign conceived by CNN’s in-house creative team,” said Marwan Hamadé, Lebanese Minister of Economy and Trade. “Lebanon will benefit greatly from this campaign as CNN reaches millions of viewers across the world. We trust that this campaign will further promote Lebanon’s image as a major tourism and business destination in the region.” Although, figures on the cost of the campaign were not disclosed, the Ministry of Trade and Economy did recently spend US $650,000 on a region wide advertising offensive to promote the 2004 Shopping Festival. The campaign will concentrate on putting Lebanon’s rich cultural heritage back on the global map, while destroying preconceptions of a war torn nation. “It’s really important for people to see how beautiful our country is,” says Ahmed, a Lebanese sales executive living in the Gulf. “People, particularly from the West, are curious to know about Lebanon, but never go. This will give them a push.” The initial ads will show the resurrection of the Lebanese capital Beirut into a cultural, architectural and entertainment hub, while also focusing on ski resorts, beaches and Lebanese cuisine. The contract with CNN was originally signed in December 2002 comprising 700 slots over a one-year period. However, since then the two sides renegotiated the deal with over 200 slots each month. The agreement now also incorporates postcards highlighting the campaign’s logo and strap line, which will be distributed at Beirut International Airport, tourism offices across the Middle East and on Lebanese national carrier, Middle East Airlines. Additionally, CNN has created a website, www.rediscoverlebanon.com, which carries the ads as well as providing useful information and links on Lebanon.

Add a Comment

Your display name This field is mandatory

Your e-mail address This field is mandatory (Your e-mail address won't be published)

Security code