Brics asked to revise marketing approach

THE marketing efforts of Brazil, Russia, India, China and South Africa (Brics) have failed miserably, according to 1,000 British holidaymakers polled for the World Travel Market 2011 Industry Report. The sample comprised individuals who taken at least one seven days or more break in 2011, suggesting they were actively considering holiday options and therefore more likely to be aware of travel marketing generally.

Russia has the poorest awareness of the five. Its TV, online, print and radio efforts have not been seen or heard by nine out of ten of the sample, with only one per cent saying they had been exposed quite often to its messaging.

South Africa and India are the most successful, but with only five per cent of the sample having seen their messages ‘quite often’.  However, 73 per cent still said they hadn’t seen any Indian campaigns with 70 per cent not noticing South Africa.

Brazil’s efforts completely bypassed 82 per cent of the sample, with China unseen by 80 per cent.

Furthermore, the desire of Britons to visit the Brics economies appears disappointing. More than four in ten (43 per cent) are ‘not interested’ or ‘not at all interested’ in visiting China, which is a better return than the other four.

India and Russia are currently the least likely to see British visitors, each with 55 per cent not interested. Brazil (53 per cent) and South Africa (49 per cent) perform no better.