Author(s): PAPP-VÁRY Árpád, KERTI Réka

Title: KERESSÜK AZ UTAT – MAGYARORSZÁG SZLOGENEK ÉS KAMPÁNYOK AZ ELMÚLT BŐ KÉT ÉVTIZEDBEN

Source: E. Korcsmáros (ed.): 13th International Conference of J. Selye University. Economics Section. Conference Proceedings

ISBN: 978-80-8122-411-9

DOI: https://doi.org/10.36007/4119.2022.273

Publisher: J. Selye University, Komárno, Slovakia

PY, pages: 2021, 273-292

Published on-line: 2022

Language: hu

Abstract: This paper aims to examine the development of Hungarian country branding campaigns and the related advertising films from the past two decades. This includes two pieces of research. First, Hungarian country branding efforts were analysed, then the paper deep dives into the touristic advertising films using qualitative content analysis. Results indicate that many campaigns with many slogans were created over these years which makes it difficult to build a consistent tourism country brand. There were several recurring visual elements within the analysed advertising films, for example, the Gellert Spa, the Széchenyi Spa, the Chain Bridge, or the Danube, as well as notable inconsistencies that highlight a lack of commitment to long-term brand building. The theoretical novelty of the research is in the structured approach to the campaigns, in practice this supports planning for country branding campaigns in the future.

Keywords: Marketing slogans, country branding campaigns, tourism marketing, destination marketing, Hungarian tourism campaigns

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