TV spot

Experience

Wild Beauty

Creative Brief

Project: TV Spot
Brand: Montenegro -Wild Beauty
Client: Ministry of Tourism/NTO of Montenegro
Date: February 26, 2007.

Summary

It is expected that Montenegro will be visited by 1 million guests in 2007. Fifty percent of them will be foreign guests coming from beyond the regional Balkan market.

In the last two years, a promotional campaign has culminated in branding Montenegro by airing promotional TV spots on the “CNN” global news network and the “Euronews” TV channel. Documentary in nature and produced using the best archive materials, the videos included some of the most beautiful images of Montenegro – the coast, the mountains and the lakes - and were broadcast as part of a programme and promotional clips entitled "Sights & Sounds".

In the course of the two years, three “summer” and two “winter” videos (showing videos with several shots of winter landscapes from the ski resorts) were broadcast on CNN. The very positive response from the CNN audience to this campaign and the improvement of the image of Montenegro have resulted in the extension of this campaign. Further image improvement has been achieved through the arrival of one of the best international hotel chains (Aman Resorts in Sveti Stefan) and a major international investor (Peter Munk) in Montenegro.

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Terms of reference

The promotion of Montenegro by means of the presentation of the most attractive landscapes for tourists. The video must include extensive shots of the following natural, cultural and historical attractions:
    • Sveti Stefan, a unique island-hotel
    • Bay of Kotor, a bay (nature) and urban areas (tradition and cultural tourism).
    • Ulcinj - Ada Bojana river and island and the Long Beach (beaches stretching for miles)
    • Lake Skadar and Rijeka Crnojevića
    • National parks and high mountains in the northern region – Mount Durmitor, the River Tara, Mount Bjelasica (nature and high-end hotels), and Mount Prokletije

The starting point for the screenplay is a presentation of the sites (landscapes and landmarks) through dramatic events which don’t have to be in focus, as the action and characters should serve as a means to present the natural and cultural beauties and contrasts of Montenegro – its main tourist attractions. The main characters of the video are the extraordinary beauty of the coast and mountains alike, their wild and contrasting beauty and the old urban centres (cultural and historical attractions) along the coastline. The characters should be part of the story that supports the beauty and tourism products of Montenegro as an attractive destination, and every frame should be connected to the previous one, giving the video a unique code connecting all the shots or scenes, and thus permeating the whole video.

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The commentary should be developed more around the sites than around the people. The unique features of the destination, the fact that a beach holiday and the challenges of high mountain peaks, or white water rafting, can be enjoyed in a single day should be reflected in the video. The exclusive hotels and active holidays in unspoiled nature are the other main parts of this task. The video is dominated by two colours – blue (coast) and green (mountains, rivers and lakes). Furthermore, Montenegro should be presented as a multi-confessional and multicultural country.
Duration of the video: 45 seconds.

Target group
Since the video is produced to be broadcast on CNN, the target group is the same as  CNN’s own target group, their viewers predominantly possess higher education or masters degrees, with the average annual income being in excess of $60,000:
    Men: 72% Women: 28%
    Age 25-44: 45%
    Urban: 51%
    Higher education and masters degrees: 43%
    Average annual personal income: €60K+
    Gold/platinum cardholders: 31%
    Households with 2+ cars: 66%
    Making personal investments: 51%

Communication and marketing goals
    • Presentation of the unique features of the destination,
    • Improvement of the destination’s image,
    • More foreign medium- and high-end tourists

Timeframe
    The first broadcast of the video is scheduled for 26 March 2007
    Post-production to be finished on 21 March 2007
    Production between 10 and 17 March 2007