The Lebanon Water Festival (#lebWF) developed a communication plan withEurosport, which broadcasts to 137 million households in 20 languages across 54 countries, at the request of the Lebanese Ministry of Tourism, to promote tourism in Lebanon and the development of its water sports.
Each year, Lebanon attracts more than a million tourists from all around the world. Given the significant economic and environmental benefits of sustainable coastal tourism, the Lebanese Ministry of Tourism has chosen to support the development of Lebanon's shoreline through the Lebanon Water Festival, an NGO created in 2012 whose objectives are the de-pollution ofLebanon's coastline and the development of its sports activities. LWF's mission is to position Lebanon as an International Water Sport destination, while supporting and nurturing Leisure Water Sport in Lebanon by building sustainable sports infrastructures along the coast and raising awareness about the protection of Lebanon's beaches and de-pollution of the Lebanese shoreline.
Since 2012, hundreds of Lebanese and international athletes come to Lebanon to take part in various competitions organized by LebWF along the coast from north to south. Competitions include sports like surfing in Jiyeh where the tunnel wave drives boards to the shore, standup paddle around the landmark of Pigeon Rocks in Beirut, jet skiing in the beautiful bay of Jounieh,water skiing with World Champion skiers in Tyr and in Saida, underwater photography over the Phoenician ruins in Tyr and apnea in the blue hole in Enfeh. This year Kiteboarding will take place off the Rabbit Island in Tripoli. Each sporting event highlights the beauties of each region.
"Lebanon's shoreline is very rich and diverse. Along with the rural areas and the world famous landmarks, it is one of the country's best natural assets. Showcasing Lebanon's coast through the many first class sports and touristic activities that take place each year reinforces the country's image asa privileged destination on the Mediterranean" said Michel Pharaon, Lebanese Minister of Tourism.
The campaign started on the 19th of June with TV spots in events such as the FIFA Women's World Cup, the European Athletics Team Championships and the Tennis ATP Tournament. The 360 degrees global communication plan uses television to drive viewers to Eurosport's website, which hosts a platform entirely dedicated to the Lebanon Water Festival. Social media is atthe core of the campaign and an interactive blog section will feature professional surfer Lee- Ann Curren and former Miss France now sports reporter Laury Thilleman who will travel to Lebanon and take part in the festival while blogging about the events and the country's culture.
The first wave of TV promotion delivered high performances, delivering 22 million impacts across Europe in 3 weeks. 12 million different Europeans have seen the TV clip promoting outdoor activities in Lebanon. The next wave of the promotion on Eurosport channels will start on July 25th - partly around the Swimming World Championships.
"Thanks to its massive reach across Europe, strong travel orientated audience profile and experience in the tourism industry, Eurosport is well placed to assist tourism organizations in realizing their communication strategies. We are very pleased and honored to have been chosen as media partner by the Lebanese Ministry of Tourism", said Jonathan Davies, SVP International Ad Sales, Discovery Networks International & Eurosport.
