Tunisia Tourism campaign targets upmarket audience

The Tunisian National Tourist Office has launched a new campaign positioning the country as “The Jewel of the Mediterranean”.

The campaign, created by specialist travel and retail agency Fox Kalomaski, will take in national press, online banners and digital activity.

The campaign is designed to target an ABC1 audience of young couples, the grey market and families while acknowledging 85% of purchasing decisions are made by women.

It seeks to communicate Tunisia’s offering of beaches, adventure, luxury and history.

Gary Jacobs, Fox Kalomaski CEO, says: “In the last two and a half years, we built awareness and positioned Tunisia for a more up-market audience. We have lifted Tunisia out of its previous sun-sea-sand commoditised positioning into the perception of a desirable multi-faceted destination.”

Tunisian National Tourist Office director, Anissa Ramoundi, adds: “Tunisia offers some of the world’s most iconic attractions, including Carthage, the Sahara and the Mediterranean. I am confident that the new campaign will continue to help us achieve our marketing objective to increase significantly the number of British and Irish visitor.

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