Balearic offensive for Germany

The Balearic government and the private sector are to embark on a joint campaign to improve the region's image in Germany and recuperate the Balearics' share of the country's holiday market. In total 4.5 million euros are being spent on the campaign which is being organised by the association of Balearic travel agents, Aviba. Aviba boss Jaume Bauza has been busy networking between the chamber of commerce, the confederation of business associations (CAEB) amd the Majorcan tourist board to bring the project together with the full support of the Balearic Ministry for Tourism and Ibatur. Bauza said that the principal idea was to get as many sectors of the Balearic tourist industry involved in order to have a maximum impact in Germany. The campaign will be finalised over the next few months, but is expected to involve some of central Europe's main television stations broadcasting adverts to special programmes about each of the Balearic islands. Bauza said that the adverts will be broadcast at prime time in Germany in order to capture a maximum audience, to get across the message that everybody is welcome in Majorca and dispel the myth that Germans, in particular, are no longer wanted.