More Asian deals for tourists as Holiday Hospitality, Time Warner launch promo

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MANILA -- A hotel chain and an entertainment group have teamed up to launch an aggressive marketing campaign to boost Asia as a premier tourist destination.

Holiday Hospitality Corp., which owns Crowne Plaza, Holiday Inn and Holiday Inn Express hotels, has got together with Emphasis, a Time Warner company and the region's largest producer of in-flight entertainment, to increase tourism among the long-haul and intra-regional travelers amid Asia's economic slowdown. The campaign will be formally launched in May and will continue throughout the summer.

As part of the initiative, the two companies are producing a 52-page destination guide and 10-minute video to build awareness of the region and the wide range of culture offered by 15 countries.

Initially, 5,000 travel wholesalers and agents in North America will be targeted, with sales calls by Holiday Hospitality's sales force in the U.S., road shows and mailers of the guide and video. The promotion will be seen by more than eight million trans-Pacific and intra-Asia travelers, via Emphasis' airline partners.

The downturn in Asia's economies has generated an abundance of special deals for North American consumers. But says Roy Tan Hardy, Holiday Hospitality's vice president for marketing in the Asia-Pacific, spurring people to travel to Asia requires a strategic, focused approach, not just cheap deals.

Scott Thoreau, Emphasis group publishing director, says the two groups "envision this as a long-term project that will help shape the direction of tourism in the future."

Copyright April 1998, Crain Communications Inc.

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