Lebanese Economy and Trade Ministry launches landmark campaign on CNN
The Lebanese Ministry of Economy and Trade has launched a significant campaign on CNN, showcasing the cultural and tourist attractions of Lebanon to CNN's audience around the globe. Middle East Airlines (MEA), the Lebanese national carrier, is also a contributor to the campaign.
The campaign entitled 'Rediscover Lebanon', produced and executed by CNN, is comprised of eight 90-second vignettes, aiming to challenge existing preconceptions about Lebanon and to reinstate confidence in the country as a safe and culturally rich destination for tourism. 'Rediscover Lebanon', shows the resurgence of Lebanon as a modern tourist destination; the first three vignettes highlight the changing face of downtown Beirut, with its cutting edge architecture, its vibrant nightlife and Lebanon as a world-class ski resort.
The promotional vignettes, specifically produced by CNN Ad Sales Creative Media Services on location over several weeks, incorporate local musical talent as well as creatives. The opening billboard of the campaign incorporates the Lebanese flag as well as music from Lebanese singer Lydia Canaan and the vignettes feature music from a famous Lebanese DJ's REG project. Upcoming vignettes will focus on Lebanon's historical sites, its vineyards, beaches and diverse and surprising cuisine.
A dedicated website, www.rediscoverlebanon.com has also been developed by CNN. The website will stream all the vignettes, as well as provide useful information about Lebanon and links of particular interest.
The campaign, which will broadcast on CNN for a year, is a landmark deal for the Lebanese Economy and Trade Ministry as well as for Middle East Airlines. It is the first time such a commitment to invest has been made with the objective of raising Lebanon's profile and put it back on the global map as a destination of choice.
The television campaign, gives CNN's worldwide audience of 160 million viewers in Europe, Africa, Asia, Latin America, CNN Turk, CNN+, N-tv and the Middle East, an insight into the many facets of Lebanon. Additionally, postcards with the Rediscover Lebanon images are to be distributed by Middle East Airlines on all flights, at Beirut International Airport as well as tourist offices across the region.
The Lebanese Economy and Trade Minister, Mr. Marwan Hamadé commented: 'We are delighted to finally launch the "Re-discover Lebanon" campaign conceived by CNN's in-house creative team. Lebanon will benefit greatly from this campaign as CNN reaches millions of viewers across the world and we are pleased to associate this campaign with this reputable, global platform in showcasing all that Lebanon has to offer from its unique position at the center of the Eastern Mediterranean, at the crossroads between Europe, Asia and Africa, to its legacy of ten thousands years of history, from its mosaic of cultures with a charming mix from east and west, to its resplendent diverse geography, landscape and extraordinary archaeological heritage. We also trust that this campaign, will further promote Lebanon's image as a major tourism and business destination in the region. Lebanon, the land of cultures, traditions, diversity, adventures and delicacies, welcomes you throughout the year. It's about time to Re-discover Lebanon"
'CNN International is proud to be associated with the Ministry of Economy and Trade and Middle East Airlines in producing this landmark campaign that will give viewers a glimpse of the beauty, diversity and excitement that Lebanon offers as a travel destination. Our in-house Creative Services team has produced a unique concept that truly brings the attractions of this vibrant nation to life. This association demonstrates yet again CNN's continued commitment to the Middle East region', said Rani R. Raad, Vice President, CNN International Advertising Sales, Southern Europe, Middle East and Africa.
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