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New Budapest brand video featuring world’s top influencers released – VIDEO
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The Hungarian Tourism Agency (MTÜ) has announced the completion of a new Budapest brand video featuring the world’s top influencers. The agency noted that the number of guest nights from the United States has surged, thanks to the influencers’ efforts in promoting the capital.
50 foreign influencers boost Budapest tourism
According to turizmus.com, a Hungarian tourism-focused media outlet, the new Budapest brand video was created during a three-day trip of top foreign influencers in May 2024. The Budapest Influencer Trip was organised by the Hungarian Tourism Agency, which uses taxpayers’ money to highlight Hungary’s attractions and increase tourist visits. Fifty foreign content creators participated in the trip.
Turizmus.com reported that the influencers shared over 2,000 posts about Budapest and the trip, showcasing the wonders of the Hungarian capital. These international influencers, each with millions of followers, produced more than 1,000 Instagram stories, 900 posts, and over 200 TikTok videos about their visit.
As a result of this marketing activity, 340 million users from 150 countries got a glimpse of the Hungarian capital’s attractions, including its tourist, historical, and culinary offerings, unique places and unforgettable programme options. The new Budapest brand video is the culmination of this project.
New Budapest brand video released
The main aim of the Budapest Influencer Trip was to attract more tourists from the 25-40 age group. The 50 participants came from 14 countries, all crucial markets for Hungary’s tourism industry.
Fully 50% of the time is spent looking at attractive people pouting, not showcasing the city. I’m not part of the Zoomer generation but I didn’t recognise a single person, they could have all been film extras for all I know. I guess I’m not the target market for this video, but then who is? Solely people in their 20s, some of whom spend their lives glued to their phone watching TikTok?
It’s an ‘innovative’ idea engaging with influencers but I’m not sure this is going to accomplish much. It gets photos of Budapest in front of the younger generation, some of whom might decide to travel there at a later date, but is it financially more advantageous hosing all this money at ‘influencers’ than a broad advertising campaign targeting people of all stripes? My feeling is that it was more about shepherding people around NER owned hotels and restaurants and getting them to publish glamorous photos from these locales. The MTU pays the influencer fees, the NER benefits from additional clientele at no cost to them.