Cyprus Tourism ads reposition island as a family destination

The Cyprus Tourism Organisation is attempting to shake off the island's "clubbers' paradise" image with an outdoor campaign through Scholz & Friends.

The posters are based on a 360-degree concept with the ads giving a panoramic view of various aspects of the island's attractions. These include its culture, its heritage and its beaches.

The Cyprus Tourism Organisation has fought hard to deter clubbers from congregating on the island in resorts such as Ayia Napa, and to encourage families to return in greater numbers.

In turn, the Cypriot authorities have taken a tougher line on drugs and clamped down on anti-social behaviour.

The ads will appear on national Adrail sites and the London Underground. The campaign breaks on 10 November.

The poster work precedes a national TV campaign, due to break on 26 December.

It supplements an international press campaign that broke in mid-September in Europe and the Middle East. These are also designed to reposition Cyprus as a more up-market holiday destination.

In the UK, the press burst ran in the Sunday supplements and in quality magazine titles including Tatler.

The outdoor ads were art directed by Steve Williams and written by Pete Gunn. Media planning and buying was by the Tunbridge Wells-based agency Media By Design.

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