Campanha publicitária do verão 2005/2006 da Bahia: a importância do investimento na imagem da marca para o fomento da atividade turística no Estado.
Resumo
Palavras-chave: campanha publicitária; imagem da marca; desenvolvimento turístico.
Abstract:
This article understands a reflection on the advertising campaign “Comes pra Bahia that the Bahia is a good one” of summer 2005/2006 promoted by the Bahiatursa. It is intended, through a interpretativa analysis of this part advertising executive, to verify which the image portraied for the institucional tourist propaganda. Considering the importance of the mark Bahia for the politics of development of the tourism in the state and that the government believes to be capable to attract bigger number of tourist from this image, one searchs to investigate which the investment carried through in this campaign and its results. The used methodology constituted in a bibliographical revision on thematic of the image of the mark of a locality and its importance in the tourist communication. The conclusions allow to perceive the increment in the tourist activity from the use of the mark, but they bring to the reflection the necessity of new approaches and/or strategies with relation ace propagated images.
Key-words: advertising campaign; image of the mark; tourist development.