NEW YORK Six North American travel wholesalers are participating in a groundbreaking advertising campaign to increase leisure travel to Rio de Janeiro. The Rio Convention and Visitors Bureau, in partnership with Varig Brazilian Airlines and American Express have organized the program which, in addition to tour operators, is supported by 10 hotels. Advertising campaigns have been running in The New York Times, Los Angeles Times and South Florida Sun Sentinel. The program also includes a direct mail campaign to approximately 125,000 American Express cardholders. A concerted public relations campaign to attract tourists to Rio, in effect since the mid-1990s has assisted in bringing the city from an average hotel occupancy of 63.88% and 64.99% in March and April 1999 to 75.33% and 76.24% in March and April 2000. The new campaign is an extension of these efforts to increase Rio s occupancy. (12/8/00)
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