The Balearic Minister for Tourism, Jaime Martinez, marked the opening day of the World Travel Fair in London by launching a charm offensive.
Palma.—With the problems of Magalluf very much on the top of everyone’s agenda in the UK, from the press to the tour operators, the Balearic Ministry for Tourism placed a series of advertisements in the Sunday Sun and Sunday Mirror in an attempt to transmit a “positive image” of the Balearics and also inform British holiday makers that the Balearics are open for business all year round.
The slogan for the promotional campaign, which the ministry claims would have reached as many as ten million readers, is “Illes Balears, Always on.”
Martinez is doing his best to mount a charm offensive and deflect people’s attentions away from the global headlines Magalluf made this summer for all the wrong reasons.
Martinez said that this year, visitor number wise, has “been extremely good and we’re dealing with pre recession record figures,” he said.
“And, the British market plays a very important role in that. Come the end of this year, over 3.5 million Britons would have come to the Balearics, that is 25 percent more than in 2010 and we want the British market to continue to consolidate and grow,” he said
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