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KEY FINDINGS OF AD EFFECTIVENESS SURVEY IN THE
RUSSIAN MARKET- WAVE 1 -
Prepared for
Cyprus Tourism Organization
By NOVERNA Consulting & Research
Highly confidential document. For use only by CTO
3Highly confidential document. For use only by CTO
RESEARCH PARAMETERS
NOVERNA Consulting & Research has been commissioned by the Cyprus Tourism Organization to conduct a quantitative Advertising Effectiveness Survey over 2 research waves, in order to measure the Impact of the advertising campaign for Cyprus in Russia, and to establish the current position of Cyprus as a destination/ potential destination in the Russian market. This document highlights the key findings of the first wave of research.
Geographic Coverage: the survey has covered 5 locations in Russia, namely….. Moscow, St. Petersburg Samara Ekaterinburg Novosibirsk
Target Audience: the sample has covered the A/B/C1/C2 social classes aged 20 years + from both genders, and belonging to households with medium to high income, residing in the geographic areas highlighted above.
Sample Size and Structure: a total of 1015 interviews have been conducted in Wave 1. In order to allow for separate analysis of each of the 5 regions, the sample in terms of region was disproportionate to the regional presence in the universe. Hence, at the analysis stage, results have been weighted by region in order to restore full representativeness to the universe of the target audience under scrutiny.
4Highly confidential document. For use only by CTO
RESEARCH PARAMETERS
Selection Method: quotas have been set in line with the target group and geographic definition, and as highlighted in the subsequent slide on ‘Sample Structure’ . The sample design in each city has involved a three-stage random sampling plan, where sampling units have been
1) voting districts - selected with a probability proportional to the unit size (PPS)
2) households, drawn systematically by random route procedure and one respondent from household selected
3) selected respondents
Interviewing Method: face to face, interviewer administered fully structured questionnaires implemented at the respondents’ home using CAPI (Computer Assisted Personal Interviewing) have formed the primary research tool.
Fieldwork Dates: Fieldwork for the first wave of research has been conducted in June and July 2011
5
SAMPLE SIZE AND STRUCTURE
Unweighted Weighted
Total 1015 1015
Moscow 352 558
St. Petersburg 204 244
Samara 151 61
Yekaterinburg 154 71
Novosibirsk 154 81
20-24 years 156 156
25-34 years 228 230
35-44 years 231 229
45-54 years 236 235
55+ years 164 165
Males 468 469
Females 547 546
Highly confidential document. For use only by CTO
7Highly confidential document. For use only by CTO
KEY SUMMARY POINTS
Cyprus elicits a high spontaneous recall level among the target audience as a holiday destination, within the top 3 destinations, at 33% lagging only behind Turkey (at 60%) and Egypt (at 50%) and far out-performing Thailand (at 25%) , Greece (at 25%) and Italy (at 24%), as well as other destinations in this respect.
Furthermore, the high prominence level of Cyprus is reflected in being the 3 rd highest country generally considered for the Year 2011 holidays, once more at 13%, lagging only behind Turkey (at 32%) and Egypt (at 23%), and outstripping all other competitors on this account. Similarly, for future holiday destination consideration Cyprus ranks 3rd, virtually on par with Italy and lagging behind Turkey only, revealing a high aspirational score for Cyprus on this account also.
The high awareness and consideration levels show a marked contrast to historical and past 3 year visiting indicators, on which Cyprus ranks only as the 8th – 9th destination, with strong indications that recent advertising and campaigning has contributed towards the elevation of Cyprus as a high top of mind and preferred destination. Specifically, Cyprus records a very high performance in terms of key advertising recall indicators such as……. receiving the second highest share of spontaneous advertising recall, at 24% out-performing
Egypt (at 18%) and marginally behind Turkey (at 30%). being virtually on par with Turkey at the Country prompted level Advertising indicator (41%
versus 42% for the competitor) . outperforming the key benchmark competitors Turkey and Croatia with respect to recall of the
specific year 2011 ads after prompting, reaching 47% for any Print Ad Recall (of 5 ads tested) and 56% for any TV ad (of 5 ads tested), with country recognition also being high.
8Highly confidential document. For use only by CTO
KEY SUMMARY POINTS
recording a claimed high impact of the advertising in terms of increasing interest to visit Cyprus, outperforming bench-mark ratings of all competitors on this account.
The success to date of the advertising is also reflected in high overall appeal scores and uniqueness evaluation of the campaign, as well as in terms of the key executional aspects of the advertising such as its modern style, its catchiness, its creative imagination, its relevance, its music and colour usage and other aspects. On virtually all these parameters the Cyprus campaign stands among the top 2 campaigns versus the international benchmarks.
With respect to the impact of the campaign on specific perceptions on Cyprus, it is evident that the sun and sea images suggesting a ‘superior sun and sea destination’ and the ‘messages of a relaxing holiday’ are the key tenets communicated to date.
Taking into account both advertising recall and general knowledge on the country, Cyprus is hence positioned in terms of offering a wide range of options and exclusivity, while there is also association with cleanliness and high standard of facilities, a high quality destination and a destination proud to visit – the key competitive framework on this account is formed by Greece, Malta, Spain and Italy.
On the contrary, the association with a strong cost benefit and a ‘high value for money destination’, stands at a weaker – though not negative – level, with these parameters being appropriated more strongly by Turkey and Egypt.
11
SPONTANEOUS RECALL OF FOREIGN DESTINATION
UAE / Dubai
Croatia
Spain inc Majorca etc
Czech Republic
Ukraine
France
Tunisia
Bulgaria
Italy
Greece (inc Greek islands)
Thailand
Cyprus
Egypt
Turkey
0 50 100
1
1
2
3
5
4
2
3
6
5
6
4
15
21
10
11
13
13
14
16
17
17
24
25
25
33
50
60
Total Spontaneous
Top of mind
‘Most mentioned Countries’
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
12
SPONTANEOUS RECALL OF FOREIGN DESTINATION
Portugal
UK
USA
Norway
Poland
Malta
Belarus
USA
Norway
Poland
Malta
Belarus
Cuba
India
Finland
0 50 100
3
3
4
4
5
6
6
4
4
5
6
6
8
9
9
1
1
1
0
1
1
2
2
3
Total SpontaneousTop of mind
‘Less mentioned Countries’
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
13
SPONTANEOUS RECALL OF FOREIGN DESTINATION
Vietnam
Dominican Republic
China
Israel
Montenegro
Austria
Lebanon
Romania
Germany
Australia
Canada
Switzerland
Sweden
0 50 100
1
1
1
1
1
2
2
2
2
2
2
3
3
0.670000000000001
0.620000000000001
1.09
0.98
0.700000000000001
Total Spontaneous
Top of mind
‘Less mentioned Countries’ *
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
*only countries with 1% and more are mentioned
14
SPONTANEOUS RECALL OF FOREIGN DESTINATION – MOSCOW TOP 12 COUNTRIES
France
Czech Republic
Croatia
Tunisia
Bulgaria
Ukraine
Thailand
Greece (inc Greek islands)
Italy
Cyprus
Egypt
Turkey
0 50 100
3
4
1
1
3
9
5
5
7
5
14
19
14
14
14
15
16
20
20
23
25
37
52
62
Total SpontaneousTop of mind
Highly confidential document. For use only by CTO
Base: Respondents from Moscow(558)
15
SPONTANEOUS RECALL OF FOREIGN DESTINATION – ST. PETERSBURG TOP 12 COUNTRIES
Cuba
Spain inc Majorca etc
Finland
France
Bulgaria
Tunisia
Thailand
Italy
Greece (inc Greek islands)
Cyprus
Egypt
Turkey
0 50 100
3
1
6
4
4
3
5
4
5
5
21
17
13
18
18
19
21
26
26
30
33
36
50
51
Total SpontaneousTop of mind
Highly confidential document. For use only by CTO
Base: Respondents from St. Petersburg (244)
16
SPONTANEOUS RECALL OF FOREIGN DESTINATION – SAMARA TOP 12 COUNTRIES
Bulgaria
Czech Republic
India
Italy
France
Greece (inc Greek islands)
Tunisia
UAE / Dubai
Thailand
Cyprus
Egypt
Turkey
0 50 100
4
5
5
5
7
3
0
2
1
3
23
28
15
17
17
17
17
18
18
19
25
38
67
72
Total SpontaneousTop of mind
Highly confidential document. For use only by CTO
Base: Respondents from Samara (61)
17
SPONTANEOUS RECALL OF FOREIGN DESTINATION – YEKATERINBURG TOP 12 COUNTRIES
UAE / Dubai
India
Spain inc Majorca etc
Czech Republic
Bulgaria
Greece (inc Greek islands)
Cyprus
Italy
France
Thailand
Egypt
Turkey
0 50 100
1
3
5
2
5
3
4
5
12
7
12
24
16
18
19
21
23
27
29
29
33
36
60
66
Total SpontaneousTop of mind
Highly confidential document. For use only by CTO
Base: Respondents from Ekaterinburg (71)
18
SPONTANEOUS RECALL OF FOREIGN DESTINATION – NOVOSIBIRSK TOP 12 COUNTRIES
Cyprus
USA
Czech Republic
Ukraine
Italy
France
UAE / Dubai
Spain inc Majorca etc
Greece (inc Greek islands)
Egypt
Thailand
Turkey
0 50 100
1
2
3
1
2
2
2
3
1
6
18
38
3
3
3
4
5
6
9
10
12
18
40
64
Total SpontaneousTop of mind
Highly confidential document. For use only by CTO
Base: Respondents from Novosibirsk (81)
19
SPONTANEOUS RECALL OF FOREIGN DESTINATION – 20-24 YEARS TOP 12 COUNTRIES
Croatia
Ukraine
Spain inc Majorca etc
Czech Republic
France
Tunisia
Greece (inc Greek islands)
Italy
Thailand
Cyprus
Egypt
Turkey
0 50 100
1
3
2
5
6
1
3
8
5
2
19
24
12
12
14
17
22
25
25
29
31
39
55
68
Total SpontaneousTop of mind
Highly confidential document. For use only by CTO
Base: Respondents from 20-34 years (156)
20
SPONTANEOUS RECALL OF FOREIGN DESTINATION – 25-34 YEARS TOP 12 COUNTRIES
Cuba
Spain inc Majorca etc
Ukraine
France
Tunisia
Bulgaria
Italy
Greece (inc Greek islands)
Thailand
Cyprus
Egypt
Turkey
0 50 100
3
2
4
4
2
4
4
4
9
5
15
25
10
11
11
15
18
18
22
24
28
34
50
63
Total SpontaneousTop of mind
Highly confidential document. For use only by CTO
Base: Respondents from 25-34 years (230)
21
SPONTANEOUS RECALL OF FOREIGN DESTINATION – 35-44 YEARS TOP 12 COUNTRIES
Ukraine
Spain inc Majorca etc
Croatia
Tunisia
Czech Republic
Bulgaria
Thailand
Greece (inc Greek islands)
Italy
Cyprus
Egypt
Turkey
0 50 100
3
2
2
2
2
5
6
9
6
6
12
18
13
14
14
16
17
18
22
28
30
39
50
61
Total SpontaneousTop of mind
Highly confidential document. For use only by CTO
Base: Respondents from 35-44 years (229)
22
SPONTANEOUS RECALL OF FOREIGN DESTINATION – 45-54 YEARS TOP 12 COUNTRIES
Czech Republic
Bulgaria
Tunisia
France
Ukraine
Spain inc Majorca etc
Italy
Greece (inc Greek islands)
Thailand
Cyprus
Egypt
Turkey
0 50 100
3
1
2
4
7
1
7
3
5
5
15
22
12
14
14
14
14
15
21
26
26
28
51
55
Total SpontaneousTop of mind
Highly confidential document. For use only by CTO
Base: Respondents from 45-54 years (235)
23
SPONTANEOUS RECALL OF FOREIGN DESTINATION – OVER 55 YEARS TOP 12 COUNTRIES
Tunisia
Czech Republic
Croatia
Thailand
Greece (inc Greek islands)
Italy
Bulgaria
France
Ukraine
Cyprus
Egypt
Turkey
0 50 100
2
5
1
6
2
4
4
5
8
2
18
17
12
12
15
16
18
20
20
21
24
27
45
56
Total SpontaneousTop of mind
Highly confidential document. For use only by CTO
Base: Respondents from over 55 years (165)
24
SPONTANEOUS RECALL OF FOREIGN DESTINATION – MALES TOP 12 COUNTRIES
Spain inc Majorca etc
France
Czech Republic
Tunisia
Bulgaria
Ukraine
Italy
Greece (inc Greek islands)
Thailand
Cyprus
Egypt
Turkey
0 50 100
2
4
4
1
3
6
4
4
7
3
14
20
13
13
14
15
17
17
20
25
26
32
47
58
Total SpontaneousTop of mind
Highly confidential document. For use only by CTO
Base: All Male Respondents (469)
25
SPONTANEOUS RECALL OF FOREIGN DESTINATION – FEMALES TOP 12 COUNTRIES
Ukraine
Czech Republic
Spain inc Majorca etc
Bulgaria
Tunisia
France
Greece (inc Greek islands)
Thailand
Italy
Cyprus
Egypt
Turkey
0 50 100
5
3
2
3
2
4
5
5
7
5
16
22
12
13
14
17
18
19
24
24
28
35
53
62
Total SpontaneousTop of mind
Highly confidential document. For use only by CTO
Base: All Female Respondents (546)
26
DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – TOTAL LEVEL
Czech Republic
Bulgaria
Cuba
UAE / Dubai
Spain inc Majorca etc
France
Greece (inc Greek islands)
Thailand
Italy
Egypt
Turkey
Cyprus
0 50 100
3
4
1
1
2
3
4
4
3
12
17
6
7
9
3
4
6
6
10
10
8
23
32
13
8
8
9
9
11
13
14
15
15
16
19
20
Future consideration
Total consideration
Country intent/visited in 2011
‘Most mentioned Countries’
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
27
DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – TOTAL LEVEL
Poland
USA
Australia
Austria
Norway
Switzerland
Sweden
Belarus
Finland
UK
Portugal
India
Tunisia
Malta
Ukraine
Croatia
0 50 100
0.870000000000001
0.670000000000001
0.640000000000001
0.55
2.36
2.39
1.23
1.26
0.950000000000001
7.31
2.29
3
1
1
1
1
2
2
5
6
1
1
3
1
3
14
5
2
3
3
3
3
3
3
3
4
4
4
6
7
7
6
8
Future consideration
Total consideration
Country intent/visited in 2011
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
‘Less mentioned Countries’
28
DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – TOTAL LEVEL
Bali
Montenegro
Russia
Dominican Republic
Brazil
Germany
Vietnam
South Africa
Romania
Israel
Lebanon
Canada
Poland
USA
0 50 100
1
1
24
1
1
1
1
1
1
2
3
1
1
19
1
1
1
1
0.630000000000001
0.59
1.28
0.52
0.830000000000001
1.48
0.98
0.9
1.81
2.46
3.16
Future consideration
Total consideration
Country intent/visited in 2011
‘Less mentioned Countries’
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
29
DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – MOSCOW TOP 10 COUNTRIES
Czech Republic
Italy
Greece (inc Greek islands)
Thailand
Bulgaria
Cyprus
Ukraine
Russia
Egypt
Turkey
0 50 100
4
4
4
4
6
9
10
10
12
20
7
9
10
12
11
15
16
15
24
36
9
15
16
17
10
25
8
15
17
Future consideration
Total consideration
Country intent/visited in 2011
Highly confidential document. For use only by CTO
Base: Respondents from Moscow (558)
30
DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – ST. PETERSBURG TOP 10 COUNTRIES
Czech Republic
Belarus
Cyprus
Ukraine
Finland
Thailand
Greece (inc Greek islands)
Turkey
Egypt
Russia
0 50 100
3
3
3
4
5
5
7
10
12
22
6
7
10
11
12
7
15
26
23
27
7
3
20
1
4
12
15
16
15
Future consideration
Total consideration
Country intent/visited in 2011
Highly confidential document. For use only by CTO
Base: Respondents from St. Petersburg (244)
31
DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – SAMARA TOP 10 COUNTRIES
Bulgaria
Greece (inc Greek islands)
Czech Republic
Thailand
Italy
France
Cyprus
Russia
Egypt
Turkey
0 50 100
2
3
3
3
4
5
5
13
23
30
4
6
8
9
5
7
17
16
38
52
5
7
9
8
5
9
13
32
28
Future consideration
Total consideration
Country intent/visited in 2011
Highly confidential document. For use only by CTO
Base: Respondents from Samara (61)
32
DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – YEKATERINBURG TOP 10 COUNTRIES
UAE / Dubai
Czech Republic
Thailand
Italy
Bulgaria
Ukraine
France
Egypt
Russia
Turkey
0 50 100
3
5
6
6
6
6
9
10
14
21
10
11
11
13
13
23
16
29
18
36
11
10
10
15
7
6
24
28
21
Future consideration
Total consideration
Country intent/visited in 2011
Highly confidential document. For use only by CTO
Base: Respondents from Yekaterinburg (71)
33
DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – NOVOSIBIRSK TOP 10 COUNTRIES
England
Cyprus
USA
Ukraine
Egypt
UAE / Dubai
Spain inc Majorca etc
Thailand
Turkey
Russia
0 50 100
1
1
1
1
1
1
1
1
3
83
1
1
1
2
3
2
1
5
5
90
1
1
1
4
6
7
18
27
Future consideration
Total consideration
Country intent/visited in 2011
Highly confidential document. For use only by CTO
Base: Respondents from Novosibirsk (81)
34
DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – 20-24 YEARS TOP 10 COUNTRIES
Tunisia
France
Bulgaria
Thailand
Cyprus
Ukraine
Greece (inc Greek islands)
Egypt
Turkey
Russia
0 50 100
4
4
5
5
5
6
6
13
16
17
4
6
6
12
14
11
12
31
36
22
10
16
10
19
23
7
11
22
22
Future consideration
Total consideration
Country intent/visited in 2011
Highly confidential document. For use only by CTO
Base: All Respondents 20-24 years (156)
35
DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – 25-34 YEARS TOP 10 COUNTRIES
Greece (inc Greek islands)
Czech Republic
Bulgaria
Spain inc Majorca etc
Italy
Thailand
Cyprus
Egypt
Russia
Turkey
0 50 100
2
3
3
3
6
7
8
12
15
19
8
5
7
8
10
12
14
23
22
32
12
6
8
14
16
19
20
16
20
Future consideration
Total consideration
Country intent/visited in 2011
Highly confidential document. For use only by CTO
Base: All Respondents 25-34 years (230)
36
DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – 35-44 YEARS TOP 10 COUNTRIES
Czech Republic
Finland
Thailand
Greece (inc Greek islands)
Bulgaria
Ukraine
Cyprus
Egypt
Turkey
Russia
0 50 100
4
4
4
5
5
6
6
11
17
20
7
9
11
12
10
12
13
22
33
24
9
4
12
18
9
4
23
18
19
Future consideration
Total consideration
Country intent/visited in 2011
Highly confidential document. For use only by CTO
Base: All Respondents 35-44 years (229)
37
DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – 45-54 YEARS TOP 10 COUNTRIES
Italy
Bulgaria
Finland
Czech Republic
Cyprus
Greece (inc Greek islands)
Ukraine
Egypt
Turkey
Russia
0 50 100
3
3
4
4
4
5
7
11
17
19
8
9
6
9
10
11
16
21
30
26
9
8
3
11
17
14
7
12
18
Future consideration
Total consideration
Country intent/visited in 2011
Highly confidential document. For use only by CTO
Base: All Respondents 45-54 years (235)
38
DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – OVER 55 YEARS TOP 10 COUNTRIES
Poland
France
Thailand
Greece (inc Greek islands)
Bulgaria
Cyprus
Ukraine
Egypt
Turkey
Russia
0 50 100
3
3
3
5
5
6
8
12
15
24
5
8
10
8
12
13
15
20
30
27
3
15
12
12
7
20
8
14
15
Future consideration
Total consideration
Country intent/visited in 2011
Highly confidential document. For use only by CTO
Base: All Respondents over 55 years (165)
39
DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – MALE TOP 10 COUNTRIES
Italy
Czech Republic
Bulgaria
Cyprus
Greece (inc Greek islands)
Thailand
Ukraine
Egypt
Russia
Turkey
0 50 100
3
4
4
4
5
5
9
11
17
17
7
6
9
10
10
12
17
23
23
33
12
9
8
19
13
15
8
15
0
20
Future consideration
Total consideration
Country intent/visited in 2011
Highly confidential document. For use only by CTO
Base: All Male Respondents (469)
40
DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – FEMALE TOP 10 COUNTRIES
Czech Republic
Thailand
Italy
Greece (inc Greek islands)
Bulgaria
Ukraine
Cyprus
Egypt
Turkey
Russia
0 50 100
3
3
3
3
4
6
8
13
17
21
7
9
9
10
9
11
15
23
31
25
8
15
16
14
8
4
21
17
17
0
Future consideration
Total consideration
Country intent/visited in 2011
Highly confidential document. For use only by CTO
Base: All Female Respondents (546)
41
DESTINATIONS VISITED IN THE PAST – TOTAL LEVEL
Croatia
Spain inc Majorca etc
France
Tunisia
Belarus
Greece (inc Greek islands)
Cyprus
Czech Republic
Bulgaria
Italy
Finland
Thailand
Ukraine
Egypt
Turkey
0 50 100
4
4
5
6
7
7
7
7
7
8
10
10
19
30
38
1
1
2
2
3
3
3
3
3
2
5
6
11
15
21
6
7
9
9
7
11
10
11
14
11
10
13
19
37
45
Ever visited
Last country visited
Visited in the past 3 years
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
‘Most mentioned Countries’
42
DESTINATIONS VISITED IN THE PAST – TOTAL LEVEL
Germany
Cuba
Poland
UAE / Dubai
Sweden
Austria
Montenegro
Portugal
Norway
India
Malta
UK
Switzerland
USA
0 50 100
2
2
3
3
4
1
1
1
2
2
2
2
2
2
1
1
1
1
1
1
1
1
1
1
3
3
3
5
4
3
1
5
2
2
3
2
2
3
Ever visited
Last country visited
Visited in the past 3 years
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
‘Less mentioned Countries’
43
DESTINATIONS VISITED IN THE PAST – TOTAL LEVEL
Latvia
South Africa
Lithuania
Morocco
Dominican Republic
Israel
Vietnam
China
Abkhazia
Canada
Lebanon
Romania
0 50 100
1
1
1
1
1
1
1
1
1
1
1
1
0.51
0.91
0.91
0.52
0.99
0.95
1.49
0.62
0.98
Ever visited
Last country visited
Visited in the past 3 years
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
‘Less mentioned Countries’
44
DESTINATIONS VISITED IN THE PAST – MOSCOW TOP 10 COUNTRIES
Czech Republic
Bulgaria
Greece (inc Greek islands)
Cyprus
Belarus
Thailand
Italy
Ukraine
Egypt
Turkey
0 50 100
7
7
8
9
9
9
10
26
32
41
3
3
3
3
3
6
3
15
15
22
11
15
13
11
9
12
15
26
41
49
Ever visitedLast country visitedVisited in the past 3 years
Highly confidential document. For use only by CTO
Base: Respondents from Moscow (558)
45
DESTINATIONS VISITED IN THE PAST– ST. PETERSBURG TOP 10 COUNTRIES
Tunisia
Thailand
Czech Republic
Bulgaria
Ukraine
Greece (inc Greek islands)
Sweden
Turkey
Finland
Egypt
0 50 100
8
8
9
9
9
9
10
24
29
30
3
3
3
3
5
5
0
12
15
17
8
11
15
16
9
13
10
27
29
35
Ever visited
Last country visited
Visited in the past 3 years
Highly confidential document. For use only by CTO
Base: Respondents from St. Petersburg (244)
46
DESTINATIONS VISITED IN THE PAST– SAMARA TOP 10 COUNTRIES
Belarus
India
Tunisia
Bulgaria
Thailand
Czech Republic
Ukraine
Cyprus
Egypt
Turkey
0 50 100
4
5
5
5
7
7
8
9
32
63
0
1
2
3
1
4
6
4
23
40
4
5
12
8
13
11
8
14
34
75
Ever visited
Last country visited
Visited in the past 3 years
Highly confidential document. For use only by CTO
Base: Respondents from Samara (61)
47
DESTINATIONS VISITED IN THE PAST– YEKATERINBURG TOP 10 COUNTRIES
USA
Spain inc Majorca etc
Cyprus
France
Czech Republic
Thailand
Bulgaria
Ukraine
Egypt
Turkey
0 50 100
5
6
6
7
7
10
12
21
29
39
4
1
2
3
5
6
7
14
10
27
6
7
7
10
10
14
18
21
32
47
Ever visited
Last country visited
Visited in the past 3 years
Highly confidential document. For use only by CTO
Base: Respondents from Yekaterinburg (71)
48
DESTINATIONS VISITED IN THE PAST– NOVOSIBIRSK TOP 10 COUNTRIES
Cyprus
Italy
USA
France
Czech Republic
Spain inc Majorca etc
Greece (inc Greek islands)
Egypt
Thailand
Turkey
0 50 100
1
3
3
3
3
4
6
9
20
32
1
2
2
2
3
4
3
7
19
28
2
3
3
3
4
4
9
13
28
44
Ever visited
Last country visited
Visited in the past 3 years
Highly confidential document. For use only by CTO
Base: Respondents from Novosibirsk (81)
49
DESTINATIONS VISITED IN THE PAST– 20-24 YEARS TOP 10 COUNTRIES
Bulgaria
Czech Republic
Tunisia
Greece (inc Greek islands)
Belarus
Finland
Thailand
Ukraine
Egypt
Turkey
0 50 100
4
4
5
5
5
6
9
16
32
38
2
3
2
3
4
3
8
11
17
27
7
6
8
7
5
6
11
16
36
43
Ever visited
Last country visited
Visited in the past 3 years
Highly confidential document. For use only by CTO
Base: All Respondents 20-24 years (156)
50
DESTINATIONS VISITED IN THE LAST 3 YEARS – 25-34 YEARS TOP 10 COUNTRIES
Greece (inc Greek islands)
Czech Republic
Bulgaria
Italy
Cyprus
Finland
Thailand
Ukraine
Egypt
Turkey
0 50 100
7
7
7
9
9
9
13
19
31
38
1
2
3
2
3
4
7
13
17
22
11
11
13
12
12
9
16
19
40
44
Ever visited
Last country visited
Visited in the past 3 years
Highly confidential document. For use only by CTO
Base: All Respondents 25-34 years (230)
51
DESTINATIONS VISITED IN THE PAST– 35-44 YEARS TOP 10 COUNTRIES
Czech Republic
Belarus
Italy
Thailand
Finland
Greece (inc Greek islands)
Cyprus
Ukraine
Egypt
Turkey
0 50 100
7
9
9
9
9
10
11
20
27
42
3
1
2
6
7
5
3
12
9
25
11
9
13
14
9
15
13
20
35
48
Ever visited
Last country visited
Visited in the past 3 years
Highly confidential document. For use only by CTO
Base: All Respondents 35-44 years (229)
52
DESTINATIONS VISITED IN THE PAST– 45-54 YEARS TOP 10 COUNTRIES
Cyprus
Belarus
Czech Republic
Bulgaria
Italy
Thailand
Finland
Ukraine
Egypt
Turkey
0 50 100
6
7
8
8
10
10
12
18
32
36
4
4
3
3
4
6
4
8
19
17
9
7
13
17
12
14
12
18
38
46
Ever visited
Last country visited
Visited in the past 3 years
Highly confidential document. For use only by CTO
Base: All Respondents 45-54 years (235)
53
DESTINATIONS VISITED IN THE PAST– OVER 55 YEARS TOP 10 COUNTRIES
Thailand
Greece (inc Greek islands)
Czech Republic
France
Tunisia
Finland
Bulgaria
Ukraine
Egypt
Turkey
0 50 100
7
7
7
8
11
11
11
21
26
33
4
5
5
2
4
5
5
11
13
16
10
11
13
12
13
11
20
21
33
43
Ever visited
Last country visited
Visited in the past 3 years
Highly confidential document. For use only by CTO
Base: All Respondents over 55 years (165)
54
DESTINATIONS VISITED IN THE PAST– MALE TOP 10 COUNTRIES
Tunisia
Finland
Greece (inc Greek islands)
Belarus
Bulgaria
Czech Republic
Thailand
Ukraine
Egypt
Turkey
0 50 100
6
7
7
8
8
8
12
22
27
36
3
4
4
3
3
4
8
12
15
19
7
7
11
8
15
11
15
22
32
43
Ever visited
Last country visited
Visited in the past 3 years
Highly confidential document. For use only by CTO
Base: All Male Respondents (469)
55
DESTINATIONS VISITED IN THE PAST– FEMALE TOP 10 COUNTRIES
Tunisia
Greece (inc Greek islands)
Bulgaria
Cyprus
Thailand
Italy
Finland
Ukraine
Egypt
Turkey
0 50 100
7
7
7
8
8
10
12
16
32
38
2
3
3
3
5
3
5
10
15
23
10
11
13
12
12
13
12
16
41
47
Ever visited
Last country visited
Visited in the past 3 years
Highly confidential document. For use only by CTO
Base: All Female Respondents (546)
56
SPONTANEOUS RECALL OF ADVERTISING IN GENERAL – TOTAL LEVEL
Tunisia
Spain inc Majorca etc
Ukraine
Czech Republic
Croatia
Bulgaria
Italy
Thailand
Greece (inc Greek islands)
Egypt
Cyprus
Turkey
0 50 100
3
3
3
4
4
4
4
5
8
18
24
30
Ad recall
‘Most mentioned Countries’
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
57
SPONTANEOUS RECALL OF AD – TOTAL LEVEL
Switzerland
Sweden
Portugal
Poland
Belarus
Norway
Malta
Cuba
Finland
India
UAE / Dubai
France
0 50 100
1
1
1
1
1
1
1
2
2
2
2
3
Ad recall
‘Less mentioned Countries’
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
58
SPONTANEOUS RECALL OF AD – BY REGION
Turkey
Cyprus
Egypt
Greece (inc Greek islands)
Thailand
Italy
Bulgaria
Croatia
Czech Republic
Ukraine
0 50 100
32
28
18
8
3
3
4
5
3
3
19
23
12
7
2
4
4
2
5
1
52
26
34
11
15
5
5
7
6
9
54
25
47
21
23
18
11
8
11
4
12
1
3
3
3
3
1
Novosibirsk
Yekaterinburg
Samara
St. Petersburg
Moscow
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
59
SPONTANEOUS RECALL OF AD – BY AGE
Turkey
Cyprus
Egypt
Greece (inc Greek islands)
Thailand
Italy
Bulgaria
Croatia
Czech Republic
Ukraine
0 50 100
39
27
21
6
10
7
3
6
6
3
28
23
21
9
3
3
6
3
3
2
34
28
16
8
5
4
4
4
6
3
24
22
19
10
4
5
3
4
3
2
27
21
14
6
3
4
4
5
2
7
over 55 years
45-54 years
35-44 years
25-34 years
20-24 years
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
60
SPONTANEOUS RECALL OF AD – BY GENDER
Turkey
Cyprus
Egypt
Greece (inc Greek islands)
Thailand
Italy
Bulgaria
Croatia
Czech Republic
Ukraine
0 50 100
30
22
17
7
5
4
4
3
4
5
30
26
19
9
5
5
4
5
4
2
Female Male
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
61
EMOTIONAL CLOSENESS – AT TOTAL LEVEL
Croatia
Malta
Thailand
Spain/Majorca
Cyprus
Bulgaria
Egypt
Greece
Turkey
Italy
0% 50% 100%
3
5
6
8
9
11
11
11
13
15
13
13
14
15
15
11
14
13
16
15
27
30
30
33
32
23
29
37
31
37
26
27
22
27
28
28
25
26
22
23
28
24
22
16
15
24
16
12
13
11
3
2
6
1
1
3
5
1
6
0
I love it with passion
I feel very close to it
I like it
I have some positive feeling about it
I feel nothing in particular
I have some negative feel-ings
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
62
POSSIBILITY ON VISITING DESTINATIONS WITHIN THE NEXT 3 YEARS – AT TOTAL LEVEL
Croatia
Malta
Bulgaria
Thailand
Spain/Majorca
Greece
Egypt
Cyprus
Italy
Turkey
0% 50% 100%
7
8
10
12
12
14
15
16
18
18
16
18
16
19
24
27
26
28
24
30
35
33
32
35
32
34
30
33
33
28
25
25
23
16
21
17
14
15
16
11
18
16
18
18
11
8
14
8
9
13
I would strongly consider it as my most preferred option
I would strongly consider it as one of my main options
I would consider it among other options
I may consider it but only if I learn a lot more about it
I would not consider at all
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
63
POSSIBILITY ON VISITING DESTINATIONS WITHIN THE NEXT 3 YEARS – BY REGION
Bulgaria
Croatia
Cyprus
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0 20 40 60
12
7
19
15
14
18
9
14
12
19
7
8
14
18
20
20
7
12
14
18
10
5
11
27
9
13
5
3
6
26
16
10
19
19
20
27
12
15
20
25
1
1
1
1
1
1
1
1
Novosibirsk
Yekaterinburg
Samara
St.Petersburg
Moscow
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
‘% Would Strongly Consider as Most Preferred Option (Top –Box)’
64
POSSIBILITY ON VISITING DESTINATIONS WITHIN THE NEXT 3 YEARS – BY AGE
Bulgaria
Croatia
Cyprus
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0 20 40 60
10
6
20
16
18
19
12
17
16
24
10
6
13
17
13
17
7
15
11
19
9
8
18
13
18
20
8
11
12
19
8
5
14
14
11
17
8
11
13
14
16
8
16
18
13
14
5
6
9
18
55+ years
45-54 years
35-44 years
25-34 years
20-24 years
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
‘% Would Strongly Consider as Most Preferred Option (Top –Box)’
65
POSSIBILITY ON VISITING DESTINATIONS WITHIN THE NEXT 3 YEARS – BY GENDER
Bulgaria
Croatia
Cyprus
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0 20 40 60
7
7
14
15
12
14
5
11
8
19
13
7
17
16
17
21
10
12
15
18
Female Male
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
‘% Would Strongly Consider as Most Preferred Option (Top –Box)’
66
COUNTRY IMAGEBase: All Respondents (1015)
Relaxing & Attractive
Historical Sightseeing
Local Culture
Cheap prices
Local Food Easy access to many places
Nightlife options
Value for Money
Clean
Wide Range
Family & Kids Facilities
Year-round climate
Exclusivity
Beautiful Beaches
Luxury
Hospitable
Safe
Easy to Communicate
High Quality
Proud to visit
BULGARIA
CROATIA
CYPRUS
EGYPT
GREECE ITALYMALTA
THAILAND
SPAIN
TURKEY
67
IMPORTANT ASPECTS WHEN CHOOSING HOLIDAY DESTINATION – AT TOTAL LEVEL
Relaxing & attractive environment
Historical sightseeing
Experiencing local food and culture
Superior beaches
Easy access to many places
High standard hotel facilities
Friendly and hospitable people
Good value for money
Good options for nightlife
Safety
0 50 100
42
43
34
43
23
32
33
51
15
41
Total Mentions
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
68
IMPORTANT ASPECTS WHEN CHOOSING HOLIDAY DESTINATION – BY REGION
Relaxing & attractive environment
Historical sightseeing
Experiencing local food and culture
Superior beaches
Easy access to many places
High standard hotel facilities
Friendly and hospitable people
Good value for money
Good options for nightlife
Safety
0 50 100
39
49
36
38
19
31
33
51
16
39
53
28
21
51
23
29
30
50
14
43
31
39
36
38
39
45
42
46
12
51
52
49
44
47
32
45
58
68
18
40
29
35
44
45
26
19
10
46
8
45
Novosibirsk
Yekaterinburg
Samara
St.Petersburg
Moscow
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
69
IMPORTANT ASPECTS WHEN CHOOSING HOLIDAY DESTINATION – BY AGE
Relaxing & attractive environment
Historical sightseeing
Experiencing local food and culture
Superior beaches
Easy access to many places
High standard hotel facilities
Friendly and hospitable people
Good value for money
Good options for nightlife
Safety
0 50 100
39
49
36
38
19
31
33
51
16
39
53
28
21
51
23
29
30
50
14
43
31
39
36
38
39
45
42
46
12
51
52
49
44
47
32
45
58
68
18
40
29
35
44
45
26
19
10
46
8
45
55+ years
45-54 years
35-44 years
25-34 years
20-24 years
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
70
IMPORTANT ASPECTS WHEN CHOOSING HOLIDAY DESTINATION – BY GENDER
Relaxing & attractive environment
Historical sightseeing
Experiencing local food and culture
Superior beaches
Easy access to many places
High standard hotel facilities
Friendly and hospitable people
Good value for money
Good options for nightlife
Safety
0 50 100
41
44
36
38
22
30
33
49
14
39
42
42
31
46
23
33
33
53
15
43
Female
Male
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
71
DECISION MAKER FOR HOLIDAY DESTINATION & BOOKING – AT TOTAL LEVEL
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
54
61
58
48
56
48
17
7
15
20
16
24
1
4
0
1
0
0
3
9
5
1
0
0
0
1
0
0
0
0
1
0
0
1
1
3
2
0
1
2
2
3
22
18
21
27
24
22
Myself (respondent)
My Spouse/partner
My father
My mother
My grand-parents
Children aged 18 years +
Children aged below 18 years
Difficult to answer
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
72
CHANNEL USED FOR BUYING TICKETS FOR LAST VACATION – BY REGION
Total
Moscow
St.Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
9
9
10
6
8
1
66
64
69
74
60
69
11
11
8
12
16
9
15
15
13
9
15
21
The internet
From a travel agent/ tour operator
From an airline
Difficult to answer
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
73
CHANNEL USED FOR BUYING TICKETS FOR LAST VACATION – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
9
12
11
7
8
6
66
62
67
68
68
64
11
7
9
12
13
12
15
19
14
14
11
19
The internet
From a travel agent/ tour operator
From an airline
Difficult to answer
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
74
ACCOMMODATION IN LAST VACATION – BY REGION
Total
Moscow
St.Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
23
17
29
35
35
24
53
58
50
36
42
49
11
11
13
7
13
8
2
3
2
1
1
0
3
4
0
12
2
0
8
8
6
9
6
19
Any on Camping Site / 2 star hotel/ 3 star hotel/ hotel apartments
Any on 4 star hotel/ 5 star hotel/ Luxury Villa
Any on House of Friends/ relatives (not to be grouped with any)
Any on Traditional Country House (not to be grouped with any)
Any on Organized Activities Resort (not to be grouped with any)
Any Other
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
75
ACCOMMODATION IN LAST VACATION – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
23
24
20
25
25
21
53
51
54
52
55
50
11
11
10
10
10
14
2
2
3
1
1
2
3
4
3
3
3
3
8
9
10
8
5
10Any on Camping Site / 2 star hotel/ 3 star hotel/ hotel apartments
Any on 4 star hotel/ 5 star hotel/ Luxury Villa
Any on House of Friends/ relatives (not to be grouped with any)
Any on Traditional Country House (not to be grouped with any)
Any on Organized Activities Resort (not to be grouped with any)
Any Other
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
77
PROMPTED COUNTRY AD RECALL – TOTAL LEVEL
Bulgaria
Croatia
Cyprus
Egypt
Greece (inc Greek islands)
Italy
Malta
Thailand
Spain inc Majorca etc
Turkey
0 50 100
4
4
24
18
8
4
1
5
3
30
14
15
41
29
20
16
11
18
14
42
12
13
35
24
15
12
9
14
11
38
Prompted Country Ad Recall & Remember Specific Medium
Prompted Country Ad Recall
Spontaneous
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
78
SOURCE OF AD RECALL – AT TOTAL LEVEL
Bulgaria
Croatia
Cyprus
Egypt
Greece
Italy
Malta
Thailand
Spain / Majorca
Turkey
0 80
6
6
29
19
8
5
2
7
5
30
1
1
2
2
1
1
1
1
3
3
3
6
4
4
4
2
4
3
7
2
1
3
3
3
3
2
3
3
4
1
2
2
2
2
2
1
1
1
3
1
1
4
3
2
1
1
1
1
6
1
1
1
1
1
1
1
1
1
1
2
2
3
4
3
2
2
3
3
5
1
1
1
1
1
1.27
1.1
0.71
0.7
1.01
1.92
0.5
0.59
1.05 TV
Cinema
Radio
Colour Magazine Ad
News-paper Ad
Article (newspaper or magazine)
Outdoor Posters e.g.football ground,roadside,tube,etc
Indoor Posters e.g.travel agent of-fices
Taxi or bus sides
Direct mail
Internet advertising
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
79
SOURCE OF AD RECALL – CYPRUS BY REGION
Moscow
St.Petersburg
Samara
Ekaterinburg
Novosibirsk
0 50 100 150
31
28
27
55
0.57
1.32
2.6
2.27
11.26
7.14
6
3
18
14
1
1
4
14
5
2
1
7
8
1
4
1
9
12
1.14
3.97
5.84
2.84
13.25
12.99
0.65
1
5
7
2.65
2.6
TV
Cinema
Radio
Colour Magazine Ad
News-paper Ad
Article (newspaper or magazine)
Outdoor Posters e.g.football ground,roadside,tube,etc
Indoor Posters e.g.travel agent of-fices
Taxi or bus sides
Direct mail
Internet advertising
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
80
SOURCE OF AD RECALL – EGYPT BY REGION
Moscow
St.Petersburg
Samara
Ekaterinburg
Novosibirsk
0 50 100 150 200
18
10
29
61
1
0.57
2.65
1.95
0.57
13.91
9.74
2
4
17
18
2
1
13
17
2
2
13
21
1
5
16
11
2
6
13
1
8
7
6.62
7.79
5.3
3.9
TV
Cinema
Radio
Colour Magazine Ad
News-paper Ad
Article (newspaper or magazine)
Outdoor Posters e.g.football ground,roadside,tube,etc
Indoor Posters e.g.travel agent of-fices
Taxi or bus sides
Direct mail
Internet advertising
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
81
SOURCE OF AD RECALL – TURKEY BY REGION
Moscow
St.Petersburg
Samara
Ekaterinburg
Novosibirsk
0 50 100 150 200
32
22
34
62
4
1.42
17.22
11.04
0.65
6
5
17
19
4
1
6
11
14
3
1
1
12
15
1
4
6
21
16
1
0.57
11.92
11.04
3
1
22
21
1
2
2
3
1
11.26
8.44
7.95
6.49
TV
Cinema
Radio
Colour Magazine Ad
News-paper Ad
Article (newspaper or mag-azine)
Outdoor Posters e.g.football ground,roadside,tube,etc
Indoor Posters e.g.travel agent offices
Taxi or bus sides
Direct mail
Internet advertising
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
82
SOURCE OF AD RECALL – CYPRUS BY AGE
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0 50 100
33
30
31
25
27
1
1
1
4
4
2
1
2
7
9
7
5
2
5
4
2
2
1
1
3
2
3
2
8
5
3
2
2
3
2
1
1
2
1
1
1
1
1
7
4
3
3
1TV
Cinema
Radio
Colour Magazine Ad
News-paper Ad
Article (newspaper or magazine)
Outdoor Posters e.g.football ground,roadside,tube,etc
Indoor Posters e.g.travel agent of-fices
Taxi or bus sides
Direct mail
Internet advertising
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
83
SOURCE OF AD RECALL – EGYPT BY AGE
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0 50 100
19
21
19
19
14
3
2
1
1
2
6
5
5
4
2
6
2
4
3
1
3
2
3
1
1
10
2
3
1
3
1
2
1
2
2
1
1
1
1
1.37
0.73
7
3
4
4
1
1
1
1
TV
Cinema
Radio
Colour Magazine Ad
News-paper Ad
Article (newspaper or magazine)
Outdoor Posters e.g.football ground,roadside,tube,etc
Indoor Posters e.g.travel agent of-fices
Taxi or bus sides
Direct mail
Internet advertising
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
84
SOURCE OF AD RECALL – TURKEY BY AGE
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0 50 100
28
31
33
28
26
1
3
1
3
3
3
1
3
8
7
10
5
5
5
3
5
4
5
2
4
4
2
2
10
8
6
3
5
2
2
1
1
2
3
2
1
1
2
3
1
1
2
9
5
5
4
4
TV
Cinema
Radio
Colour Magazine Ad
News-paper Ad
Article (newspaper or mag-azine)
Outdoor Posters e.g.football ground,roadside,tube,etc
Indoor Posters e.g.travel agent offices
Taxi or bus sides
Direct mail
Internet advertising
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
85
SOURCE OF AD RECALL – CYPRUS BY GENDER
Male
Female
0 50 100
28
30
2
3
5
7
3
3
2
3
4
4
2
1
1
1
0.563
41
TV
Cinema
Radio
Colour Magazine Ad
News-paper Ad
Article (newspaper or mag-azine)
Outdoor Posters e.g.football ground,roadside,tube,etc
Indoor Posters e.g.travel agent offices
Taxi or bus sides
Direct mail
Internet advertising
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
86
SOURCE OF AD RECALL – EGYPT BY GENDER
Male
Female
0 50 100
16
21
1
1
1
2
3
6
4
3
2
2
3
4
2
1
1
1
1
1
3
4
TV
Cinema
Radio
Colour Magazine Ad
News-paper Ad
Article (newspaper or mag-azine)
Outdoor Posters e.g.football ground,roadside,tube,etc
Indoor Posters e.g.travel agent offices
Taxi or bus sides
Direct mail
Internet advertising
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
87
SOURCE OF AD RECALL – TURKEY BY GENDER
Male
Female
0 50 100
27
32
1
1
2
3
6
8
4
4
2
3
5
7
1
1
2
2
1
1
5
5
TV
Cinema
Radio
Colour Magazine Ad
News-paper Ad
Article (newspaper or magazine)
Outdoor Posters e.g.football ground,roadside,tube,etc
Indoor Posters e.g.travel agent of-fices
Taxi or bus sides
Direct mail
Internet advertising
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
89
ASPECTS RECALL OF GENERAL CYPRUS ADVERTISING (SPONTANEOUS MENTIONS)
Highly confidential document. For use only by CTO
Base: All Respondents evaluating Cyprus Advertising
Entertainment
Churches / Temples
Icons
Slogan
People / tourists
Pool
Good weather
Beautiful scenery
Sand
Hotels
Attractions
A good rest
Girls
Sun
Beach
Sea
0 5 10 15 20 25 30 35 40 45
3
3
3
3
3
3
4
5
5
5
5
6
14
20
31
40
% Mentioning Aspect
90
ASPECTS RECALL OF GENERAL CYPRUS ADVERTISING (SPONTANEOUS MENTIONS) – CONTINUED
Highly confidential document. For use only by CTO
Base: All Respondents evaluating Cyprus Advertising
Hospitable country
Excursions
Café / Bar
Food
Nice color
Boat
Various tours
Home description
Clear water
Accessible recreation
Night walks
Symbol of the country
Umbrellas
Dinner parties
Youth
Music
Palms
0 10 20 30 40 50
1
1
1
1
1
1
1
1
1
1
1
1
1
1
2
2
2
% Mentioning Aspect
91
MAIN MESSAGE UNDERSTANDING OF GENERAL CYPRUS ADVERTISING (SPONTANEOUS MENTIONS)
Highly confidential document. For use only by CTO
Base: All Respondents evaluating Cyprus Advertising
Safety
A variety of services
Quality of the country
Sun / warmth
Attractions
Hospitable country / goodwill
Quiet place to rest
Comfort
A good rest/ Relaxing holiday
0 5 10 15 20 25 30 35 40
1
1
1
1
1
1
1
2
2
3
3
3
4
5
8
12
35
% Mentioning Aspect
92
PERCEIVED IMPACT OF AD CAMPAIGN ON FUTURE CONSIDERATION TO VISIT IN FUTURE
Thailand
Malta
Egypt
Greece
Turkey
Croatia
Italy
Spain/Majorca
Bulgaria
Cyprus
0% 50% 100%
17
17
21
24
30
32
32
37
40
44
34
43
37
35
27
29
22
14
27
24
27
29
21
21
20
33
27
26
14
22
18
9
16
8
16
6
10
16
14
8
0
2
2
3
3
1
5
7
5
1
4
0
2
8
4
1
4
0
0
1
Much more likely
Somewhat more likely
A little more likely
No Impact
Somewhat Less Likely
Much Less likely
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
93
PERCEIVED IMPACT ON FUTURE CONSIDERATION – CYPRUS VS. TURKEY VS. EGYPT BY REGION
Moscow
St. Petersburg
Samara
Yekaterinburg
0 50 100
52
36
39
25
33
19
35
37
18
8
33
36
Egypt
Turkey
Cyprus
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
Top Box %– ‘Much More Likely’
94
PERCEIVED IMPACT ON FUTURE CONSIDERATION – CYPRUS VS. TURKEY VS. EGYPT BY AGE
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0 50 100
45
37
47
42
51
26
28
26
35
35
33
18
22
18
21
Egypt
Turkey
Cyprus
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
Top Box %– ‘Much More Likely’
95
PERCEIVED IMPACT ON FUTURE CONSIDERATION – CYPRUS VS. TURKEY VS. EGYPT BY GENDER
Males
Females
0 50 100
43
44
29
30
20
22
Egypt
Turkey
Cyprus
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
Top Box % – ‘Much More Likely’
96
UNIQUENESS OF AD CAMPAIGN
Bulgaria
Malta
Greece
Croatia
Egypt
Italy
Turkey
Thailand
Spain/Majorca
Cyprus
0% 50% 100%
8
10
12
13
14
15
16
17
20
28
33
50
27
35
32
36
36
29
36
38
53
38
52
44
46
48
35
45
31
31
6
2
10
8
8
1
13
10
13
3
Completely unique
Quite different
Not very different
Not at all different
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
97
UNIQUENESS OF AD CAMPAIGN – CYPRUS VS. TURKEY VS. EGYPT BY REGION
Moscow
St. Petersburg
Samara
Yekaterinburg
0 50 100
38
11
22
21
19
6
10
22
14
8
18
18
Egypt
Turkey
Cyprus
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
Top Box %– ‘Completely Unique’
98
UNIQUENESS OF AD CAMPAIGN – CYPRUS VS. TURKEY VS. EGYPT BY AGE
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0 50 100
21
19
31
37
38
9
17
18
14
21
13
5
21
20
11
Egypt
Turkey
Cyprus
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
Top Box %– ‘Completely Unique’
99
UNIQUENESS OF AD CAMPAIGN – CYPRUS VS. TURKEY VS. EGYPT BY GENDER
Males
Females
0 50 100
25
31
15
17
9
18
Egypt
Turkey
Cyprus
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
Top Box %– ‘Completely Unique’
100
AD CAMPAIGN APPEAL
Bulgaria
Croatia
Cyprus
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
29
23
39
19
22
27
28
17
30
27
37
41
41
48
46
49
31
43
28
41
31
29
19
30
26
24
31
39
32
29
3
6
1
3
0
0
9
1
9
3
0
0
0
0
6
0
0
2
1
I very much enjoyed it
I quite enjoyed it
I didn't mind it
I didn't really enjoy it
I didn't enjoy it at all
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
101
AD CAMPAIGN APPEAL – CYPRUS VS. TURKEY VS. EGYPT BY REGION
Moscow
St. Petersburg
Samara
Yekaterinburg
0 50 100
51
23
45
19
35
10
19
22
20
8
26
26
Egypt
Turkey
Cyprus
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
Top Box % - ‘Very Much enjoyed’
102
AD CAMPAIGN APPEAL – CYPRUS VS. TURKEY VS. EGYPT BY AGE
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0 50 100
42
35
39
38
45
22
28
23
23
43
27
21
10
24
19
Egypt
Turkey
Cyprus
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
Top Box % - ‘Very Much enjoyed’
103
AD CAMPAIGN APPEAL – CYPRUS VS. TURKEY VS. EGYPT BY GENDER
Males
Females
0 50 100
33
44
22
30
16
22
Egypt
Turkey
Cyprus
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
Top Box % - ‘Very Much enjoyed’
EVALUATING THE STYLE & SPECIFIC IMPACT OF THE AD CAMPAIGNS IN GENERAL
Highly confidential document. For use only by CTO
105
EVALUATION ON TRADITIONAL VS. MODERN STYLE
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
10
11
11
10
15
20
5
12
13
11
4
5
14
5
5
7
0
4
1
3
6
5
6
5
1
0
2
11
5
4
3
7
7
6
7
0
9
10
0
8
9
11
7
15
6
15
12
20
4
13
11
11
14
16
13
12
9
10
11
15
10
30
9
19
19
16
17
12
10
19
18
9
15
13
15
19
19
19
38
11
10
7
4
8
12
8
27
2
15
5
18
5
13
3
7
3
0
0
5
12
Traditional style -2-3-4-5-6-7-8-9Very modern
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
106
EVALUATION ON BORING VS. INTERESTING
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
2
1
1
8
1
4
2
1
1
2
1
9
1
2
1
4
9
6
8
2
6
4
5
12
7
10
17
13
12
2
22
10
18
15
28
27
24
18
18
35
12
17
23
12
16
17
20
20
11
23
20
23
13
16
16
12
12
6
22
22
14
24
8
14
21
6
10
21
17
3
13
11
9
27
9
18
7
8
12
12
3
8
19
2.8
1.29I find it boring
-2
-3
-4
-5
-6
-7
-8
-9
I was very interested in watching
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
107
EVALUATION ON SERIOUS VS. FUNNY STYLE
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
6.01
7.8
6.71
1.99
4.54
9.23
0.98
0.870000000000001
14.53
18
12
30
12
5
27
25
22
19
76
22
41
32
27
41
29
19
14.18
18.76
16.59
8.66
6.55
7.51
36.21
6.4
8
12
2
5
7
20
10
5
4.61
14.53
2.27
4.05
25.82
1.11
27.42
2.27
4.62
79.69
22.96
12.06
31.75
32.25
25.82
16.28
Is a serious ad -2 -3
-4 -5 -6
-7 -8 -9
Is fun to watch
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
108
EVALUATION ON NOT CREATIVE VS. CREATIVE STYLE
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
1
0
0
2
0
0
0
0
0
1
0
0
5
2
0
0
0
0
0
1
1
0
10
0
5
25
0
13
13
1
4
0
0
2
11
13
14
0
25
4
6
9
19
14
16
13
29
20
0
12
6
0
14
25
16
13
14
20
0
21
10
27
14
18
11
0
43
13
13
16
23
27
14
14
16
25
0
20
25
17
13
36
14
16
26
0
0
13
25
6
36
0
10
7
0
13
0
0
21Not at all creative or imagina-tive
-2
-3
-4
-5
-6
-7
-8
-9
Very high quality of creativity & imagination
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
109
EVALUATION ON COMPLETENESS OF INFORMATION
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
2
0
0
2
7
0
0
2
0
1
1
1
0
1
4
4
9
0
0
1
4
4
5
3
6
8
9
7
9
4
5
3
8
8
8
9
0
14
10
5
18
22
17
21
14
8
20
17
18
21
16
29
17
30
20
25
17
24
27
23
19
22
25
19
17
11
35
13
4
19
11
16
9
8
12
15
5
12
24
6
6
1
13
7
5
11
2
5
7
4
18
2
6
3
7
8
2
6
2
15
Leaves me with many ques-tions
-2
-3
-4
-5
-6
-7
-8
-9
Complete in the information I need
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
110
EVALUATION ON CALM &PEACEFUL VS. LIVELY DYNAMIC
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
6
5
1
3
1
2
0
1
0
2
3
1
5
2
8
3
3
4
5
4
4
2
5
5
4
10
2
17
14
2
6
4
5
6
11
4
2
8
9
6
15
15
15
24
15
24
14
22
8
18
11
37
12
25
20
18
24
28
15
23
11
17
29
13
20
6
26
10
6
12
13
8
9
10
9
13
21
4
33
8
9
5
13
5
3
6
2
4
4
7
24
6
6
7
7
13
5
4
7
18Calm and peaceful
-2
-3
-4
-5
-6
-7
-8
-9
Very lively and dynamic
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
111
EVALUATION ON PERSONAL RELEVANCE
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
2
1
3
1
8
2
0
1
7
3
1
0
2
0
0
4
0
3
0
0
4
1
0
6
3
2
0
1
0
3
4
9
1
4
4
9
18
7
4
5
13
16
4
22
19
13
7
22
9
17
15
21
27
24
22
18
10
20
9
22
16
21
24
13
15
14
22
16
18
20
13
16
13
13
18
19
12
11
33
10
8
9
16
10
4
5
18
17
17
4
24
7
9
7
6
13
12
2
3
16Not at all relevant to me
-2
-3
-4
-5
-6
-7
-8
-9
Relevant and represent me completely
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
112
EVALUATION ON ‘CATCHY AND ATTRACTIVE’
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
2
1
2
1
8
0
2
1
7
3
0
0
0
1
5
4
0
0
0
0
2
3
4
5
1
4
0
9
10
2
1
8
6
6
9
6
0
3
1
4
13
12
20
16
8
17
8
19
1
20
13
22
12
18
15
15
35
22
7
20
12
29
24
17
25
10
32
10
25
14
19
16
13
19
13
21
21
30
23
11
10
6
9
8
11
6
0
2
12
4
29
4
10
9
5
17
2
5
13
22Nothing that stood out in particular
-2
-3
-4
-5
-6
-7
-8
-9
Extremely catchy and at-tractive
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
113
EVALUATION ON ‘INSPIRING’
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
1
1
1
1
5
2
2
2
4
1
1
0
5
1
0
1
0
6
4
2
1
0
0
2
2
0
0
1
0
1
1
3
6
2
2
7
0
4
0
2
7
8
4
15
12
4
9
10
0
14
10
13
5
20
22
10
12
24
5
17
15
36
24
22
16
22
5
10
41
21
17
24
21
14
17
21
55
21
28
13
14
9
21
14
12
8
17
10
11
8
32
6
14
9
12
24
0
12
9
19Did not inspire me in any way
-2
-3
-4
-5
-6
-7
-8
-9
Truly caught my imagination and got me dreaming
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
114
EVALUATION ON COLD VS. WARMTH FEELING
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
1
0
1
2
5
5
2
4
7
2
0
0
0
0
0
0
0
0
0
0
2
0
0
3
8
1
0
7
0
4
3
3
4
6
2
1
9
1
0
4
9
15
9
17
9
9
18
23
5
17
13
6
16
21
22
19
17
13
14
18
14
18
32
15
17
17
20
23
27
11
14
32
14
12
12
20
17
14
31
11
10
4
15
10
10
12
12
8
8
9
34
23
9
14
15
16
5
8
8
24Did not stir any feeling inside me
-2
-3
-4
-5
-6
-7
-8
-9
Created a strong feeling of warmth
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
115
EVALUATION SUMMARY ON TOP 3 BOX MOSCOW
Very Mod
ern
Inte
rested
in w
atch
ing
Is fu
n to
wat
ch
Cre
ativi
ty &
imag
inat
ion
Complet
e info
rmat
ion
Very liv
ely an
d dy
nam
ic
Relev
ant a
nd re
pres
ent m
e
Extre
mely ca
tchy
and
attr
activ
e
Truly ca
ught
my im
aginat
ion
Creat
ed a
stro
ng fe
eling
of w
arm
th0
50
100
49
63
44
72
38
51 48
64 65 62
3035
27
44
2529 31
3540 42
21 25
13
38
1420
27
3932 30
Cyprus
Turkey
Egypt
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
116
EVALUATION SUMMARY ON TOP 3 BOX ST. PETERSBURG
Very Mod
ern
Inte
rested
in w
atch
ing
Is fu
n to
wat
ch
Cre
ativi
ty &
imag
inat
ion
Complet
e info
rmat
ion
Very liv
ely an
d dy
nam
ic
Relev
ant a
nd re
pres
ent m
e
Extre
mely ca
tchy
and
attr
activ
e
Truly ca
ught
my im
aginat
ion
Creat
ed a
stro
ng fe
eling
of w
arm
th0
50
100
5156
30
53
3741
5159
71
59
21
35
17
38
23
44
23
40 40 4435 31 31
50
31 27
42 42
5446
Cyprus
Turkey
Egypt
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
117
EVALUATION SUMMARY ON TOP 3 BOX 20-34 YEARS
Very Mod
ern
Inte
rested
in w
atch
ing
Is fu
n to
wat
ch
Cre
ativi
ty &
imag
inat
ion
Complet
e info
rmat
ion
Very liv
ely an
d dy
nam
ic
Relev
ant a
nd re
pres
ent m
e
Extre
mely ca
tchy
and
attr
activ
e
Truly ca
ught
my im
aginat
ion
Creat
ed a
stro
ng fe
eling
of w
arm
th0
50
100
44
58
32
60
31
42 45
59 6056
2737
23
46
25
3831
40 4348
3136
19
49
2230
3743
50 50
Cyprus
Turkey
Egypt
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
118
EVALUATION SUMMARY ON TOP 3 BOX 35+ YEARS
Very Mod
ern
Inte
rested
in w
atch
ing
Is fu
n to
wat
ch
Cre
ativi
ty &
imag
inat
ion
Complet
e info
rmat
ion
Very liv
ely an
d dy
nam
ic
Relev
ant a
nd re
pres
ent m
e
Extre
mely ca
tchy
and
attr
activ
e
Truly ca
ught
my im
aginat
ion
Creat
ed a
stro
ng fe
eling
of w
arm
th0
50
100
4856
41
64
3847 45
5766
59
2836
24
41
2631 29
3540 42
1923
15
31
14 1724
31 29 26
Cyprus
Turkey
Egypt
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
119
EVALUATION SUMMARY ON TOP 3 BOX MALES
Very Mod
ern
Inte
rested
in w
atch
ing
Is fu
n to
wat
ch
Cre
ativi
ty &
imag
inat
ion
Complet
e info
rmat
ion
Very liv
ely an
d dy
nam
ic
Relev
ant a
nd re
pres
ent m
e
Extre
mely ca
tchy
and
attr
activ
e
Truly ca
ught
my im
aginat
ion
Creat
ed a
stro
ng fe
eling
of w
arm
th0
50
100
45
57
36
63
33
44 42
5361
56
32 3527
44
24
3525
40 42 3828 29
21
42
20 21 2334 34 32
Cyprus
Turkey
Egypt
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
120
EVALUATION SUMMARY ON TOP 3 BOX FEMALES
Very Mod
ern
Inte
rested
in w
atch
ing
Is fu
n to
wat
ch
Cre
ativi
ty &
imag
inat
ion
Complet
e info
rmat
ion
Very liv
ely an
d dy
nam
ic
Relev
ant a
nd re
pres
ent m
e
Extre
mely ca
tchy
and
attr
activ
e
Truly ca
ught
my im
aginat
ion
Creat
ed a
stro
ng fe
eling
of w
arm
th0
50
100
4757
37
62
3746 48
61 6560
25
37
21
42
2632 34 35
4048
2128
14
36
1523
34 37 40 39
Cyprus
Turkey
Egypt
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
EVALUATING THE GENERAL AD CAMPAIGNS IN TERMS OF IMPACT ON COUNTRY PERCEPTIONS
Highly confidential document. For use only by CTO
122
EVALUATION ON ‘TELLING SOMETHING NEW’
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
4
2
2
3
8
11
5
4
11
5
2
2
1
2
4
3
3
1
0
1
2
2
2
3
11
13
0
6
0
3
4
1
5
7
2
8
9
9
6
7
15
29
13
19
15
16
21
21
14
16
15
7
12
19
18
6
29
19
14
17
12
29
25
20
22
15
14
21
24
20
12
18
19
8
2
14
14
8
17
7
9
5
9
13
6
5
3
6
9
8
26
5
11
5
10
7
2
5
5
16
Did Not tell me any-thing new
-2
-3
-4
-5
-6
-7
-8
-9
Clearly showed me something new
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
123
EVALUATION ON ‘QUALITY’ OF DESTINATION
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
1
0
0
1
5
4
0
1
4
2
0
2
0
1
1
2
0
0
4
0
1
0
4
3
1
0
0
1
4
2
5
3
9
5
6
3
9
16
1
7
9
17
6
14
9
15
3
18
6
14
13
20
19
26
14
7
21
9
6
17
17
24
16
17
24
26
15
25
24
20
14
14
11
15
14
18
12
6
26
11
11
19
21
8
13
18
10
16
8
8
30
1
14
10
12
7
30
8
17
20Does not clearly show a high quality destination
-2
-3
-4
-5
-6
-7
-8
-9
Gives the impression of high quality destination
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
124
EVALUATION ON ‘HOSPITABLE COUNTRY’
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
2
0
0
2
6
0
0
2
7
3
0
0
0
1
0
2
0
0
7
1
0
0
0
0
2
0
30
8
0
1
0
0
0
1
3
5
0
2
0
2
7
6
13
13
9
10
0
27
0
10
8
26
10
13
15
10
37
18
24
14
16
22
36
17
21
22
17
17
3
14
18
13
11
24
14
20
0
2
39
22
16
20
11
15
17
10
0
7
10
8
32
13
19
15
13
21
16
18
11
25Does not show care in any way
-2
-3
-4
-5
-6
-7
-8
-9
Clearly shows a caring and hospitable country
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
125
EVALUATION ON ‘SUPERIOR SUN & SEA’
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
1
0
0
0
5
0
0
0
0
1
0
0
0
2
0
13
0
0
0
1
1
0
10
4
0
0
0
7
13
1
4
0
0
7
16
0
0
20
13
5
8
18
0
16
5
25
14
7
0
18
14
36
14
20
21
0
29
7
0
24
7
9
19
20
11
25
0
13
25
11
18
18
19
16
11
25
29
33
25
6
9
18
24
7
11
0
0
7
13
9
39
0
14
9
21
13
29
7
13
25Showed the ordinary/ usual 'sun and sea'
-2
-3
-4
-5
-6
-7
-8
-9
Clearly shows beaches and the sun that are superior to other countries
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
126
EVALUATION ON ‘UNIQUE FOOD TASTING & LOCAL CULTURE EXPERIENCE’
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
1
0
0
2
0
13
0
0
13
1
0
0
0
2
5
0
0
0
0
0
2
0
5
5
11
0
14
13
0
4
6
0
5
9
11
0
14
27
0
7
13
9
5
27
11
13
29
7
0
17
17
27
38
29
21
25
29
27
0
24
7
27
19
9
16
13
14
13
0
14
10
18
10
11
11
25
0
50
7
10
9
19
7
16
0
7
38
4
33
9
0
0
0
13
7
0
22Showed nothing special regarding local food or culture
-2
-3
-4
-5
-6
-7
-8
-9
Clearly showed a unique food tasting and local culture experience
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
127
EVALUATION ON ‘WIDE RANGE OF EASILY ACCESSIBLE OPTIONS’
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
1
2
0
1
5
0
0
2
4
1
0
0
3
1
2
1
9
0
5
1
4
1
0
4
5
2
0
3
4
3
4
3
4
2
6
13
0
12
0
3
11
15
8
16
11
14
9
13
0
18
13
21
15
23
10
16
15
21
8
16
15
27
24
22
25
11
24
13
17
21
13
14
18
15
15
28
23
24
32
10
11
10
25
8
12
5
17
6
24
7
28
8
4
8
9
11
2
6
7
20Was rather mixed up and unclear
-2
-3
-4
-5
-6
-7
-8
-9
Clearly showed a wide range of easily accessible options
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
128
EVALUATION ON AD SUITABILITY TO THE COUNTRY
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
1
0
0
1
0
1
0
1
4
0
0
0
3
0
5
0
0
0
7
2
2
0
2
2
4
0
0
3
0
2
2
1
5
2
2
2
0
4
0
4
7
19
9
18
6
15
3
17
6
12
16
20
10
24
11
8
36
21
14
17
9
7
26
23
21
13
33
15
7
18
16
22
7
10
22
27
21
14
36
13
14
13
21
9
17
19
3
11
20
8
33
17
17
12
12
15
5
14
6
25
Did not suit the country in any way -2-3-4-5-6-7-8-9Suited the country completely
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
129
EVALUATION ON ‘RELAXING DESTINATION’
Cyprus
Bulgaria
Croatia
Egypt
Greece
Italy
Malta
Thailand
Spain/Majorca
Turkey
0% 50% 100%
1
0
0
4
0
0
0
5
0
0
1
0
0
2
5
0
0
0
27
3
0
0
0
0
0
0
0
0
0
0
3
0
4
2
0
0
0
17
0
6
3
0
4
9
18
27
0
0
0
8
7
17
4
9
10
11
27
4
10
9
20
18
58
9
10
13
10
9
10
23
14
23
0
22
20
13
46
51
20
11
17
6
4
12
0
18
0
10
33
8
34
35
27
32
36
18
16
4
0
33
Did not give the impression of a destination where you can relax -2-3-4-5-6-7-8-9Clearly showed a place where you can relax completely
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
130
EVALUATION SUMMARY ON TOP 3 BOX MOSCOW
0
50
100
5359
7365
5359
6570
3238
55
4033
3842
46
2330
50
32
18
30
18
30
Cyprus
Turkey
Egypt
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
131
EVALUATION SUMMARY ON TOP 3 BOX ST. PETERSBURG
0
50
100
44
5660 59
4451
71 74
29 31
52
44
3329
54
38
4642
5854
5042
5450
Cyprus
Turkey
Egypt
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
132
EVALUATION SUMMARY ON TOP 3 BOX 20-34 YEARS
0
50
100
47
56
66
53
4448
62 62
33
42
61
4033
4248
4234
44
62
46
3138
4348
Cyprus
Turkey
Egypt
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
133
EVALUATION SUMMARY ON TOP 3 BOX 35+ YEARS
0
50
100
46
54
63 64
48
5664
71
3137
5042
34 34
44 46
2126
4134
2227
22
32
Cyprus
Turkey
Egypt
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
134
EVALUATION SUMMARY ON TOP 3 BOX MALE
0
50
100
4552
63 60
44
5361
64
3239
53
3729
3745 43
23
33
4436
2330 30
34
Cyprus
Turkey
Egypt
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
135
EVALUATION SUMMARY ON TOP 3 BOX FEMALE
0
50
100
48
57
6659
4752
6469
3238
55
45
36 36
46 46
2934
54
42
2733 31
41
Cyprus
Turkey
Egypt
Highly confidential document. For use only by CTO
Base: All Respondents evaluating ad for each country
137
RECALLING AD AFTER SEEING PRINT ADS FOR CYPRUS WITHOUT THE TEXT
Beach Ball & Ice Cream
Spa & Diving
Beach and Hat
Sun & Sacred Places
Yaucht & Beach
RECALL OF ANY PRINT AD
0% 50% 100%
33
34
34
31
31
47
67
66
66
69
69
53
Have seen ad
Have not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
138
RECALL OF ‘BEACH & ICE-CREAM’ – BY REGION
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
33
44
10
51
35
12
67
56
90
49
65
88
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
139
RECALL OF ‘BEACH & ICE-CREAM’– BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
33
34
35
34
29
34
67
66
65
66
71
66
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
140
RECALL OF ‘SPA & DIVING’ – BY REGION
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
34
44
18
44
36
11
66
56
82
56
64
89
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
141
RECALL OF ‘SPA & DIVING’ – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
34
37
37
39
31
27
66
63
63
61
69
73
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
142
RECALL OF ‘HAT & BEACH’– BY REGION
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
34
46
12
36
42
12
66
54
88
64
58
88
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
143
RECALL OF ‘HAT & BEACH’ – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
34
39
38
35
31
26
66
61
62
65
69
74
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
144
RECALL OF ‘SUN & SACRED PLACES’ – BY REGION
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
31
42
11
34
26
11
69
58
89
66
74
89
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
145
RECALL OF ‘SUN & SACRED PLACES’ – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
31
32
34
31
26
29
69
68
66
69
74
71
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
146
RECALL OF ‘YAUCHT & BEACH’ – BY REGION
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
31
43
11
28
27
11
69
57
89
72
73
89
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
147
RECALL OF ‘YAUCHT & BEACH’ – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
31
33
34
33
26
27
69
67
66
67
74
73
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
148
RECOGNITION OF CYPRUS AS COUNTRY BEING ADVERTISED IN PRINT ADS(WITHOUT TEXT)
Cyprus
Other Country
Do not know
0 50 100
80
18
2
Highly confidential document. For use only by CTO
Base: All Respondents Recalling Any Print Ad for Cyprus
149
RECALL OF TURKEY PRINT ADS
Turkey Card A
Turkey Card B
Any Turkey Print Ad
0% 50% 100%
35
33
38
65
67
62
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
150
RECALL OF TURKEY CARD A – BY REGION
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
35
47
15
57
31
4
65
53
85
43
69
96
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
151
RECALL OF TURKEY CARD A – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
35
35
37
38
30
36
65
65
63
62
70
64
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
152
RECALL OF TURKEY CARD B – BY REGION
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
33
43
17
50
31
3
67
57
83
50
69
97
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
153
RECALL OF TURKEY CARD B – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
33
34
34
36
30
31
67
67
66
64
70
69
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
155
RECALLING AD AFTER SEEING TV ADS FOR CYPRUS WITHOUT THE TEXT & VOICE
Generic
Sea & Sun Culture
Sea & Sun Russia
Spa Entertainment
Yauchting Luxury
RECALL OF ANY TV AD
0% 50% 100%
49
45
44
43
41
56
51
55
56
57
59
44
Have seen ad
Have not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
156
RECALL OF ‘GENERIC’ AD – BY REGION
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
49
60
32
49
51
14
51
40
68
51
49
86
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
157
RECALL OF ‘GENERIC’ AD – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
49
53
50
51
46
43
51
47
50
49
54
57
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
158
RECALL OF ‘SEA & SUN CULTURE’ AD – BY REGION
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
45
57
28
37
42
14
55
43
72
63
58
86
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
159
RECALL OF ‘SEA & SUN CULTURE’ AD – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
45
47
47
48
42
40
55
53
53
52
58
60
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
160
RECALL OF ‘SEA & SUN RUSSIA’ AD – BY REGION
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
44
58
24
34
49
13
56
42
76
66
51
87
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
161
RECALL OF ‘SEA & SUN RUSSIA’ AD – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
44
46
45
48
41
40
56
54
55
52
59
60
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
162
RECALL OF ‘SPA ENTERTAINMENT’ AD – BY REGION
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
43
56
26
32
41
12
57
44
74
68
59
88
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
163
RECALL OF ‘SPA ENTERTAINMENT’ AD – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
43
48
42
46
40
39
57
52
58
54
60
61
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
164
RECALL OF ‘YACHTING LUXURY’ AD – BY REGION
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
41
54
24
30
36
13
59
46
76
70
64
87
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
165
RECALL OF ‘YACHTING LUXURY’ AD – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
41
43
42
44
38
36
59
57
58
56
62
64
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
166
RECOGNITION OF CYPRUS AS COUNTRY BEING ADVERTISED IN TV ADS(WITHOUT TEXT & VOICE)
Cyprus
Other Country
Do not know
0 50 100
92
6
2
Highly confidential document. For use only by CTO
Base: All Respondents Recalling Any Print Ad for Cyprus
167
RECALL OF COMPETITOR TV ADS
Croatia TV
Turkey TV
0% 50% 100%
29
51
71
49
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
168
RECALL OF CROATIA TV AD – BY REGION
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
29
29
20
35
47
30
71
71
80
65
53
70
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
169
RECALL OF CROATIA TV AD – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
29
25
27
30
31
29
71
75
73
70
69
71
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
170
RECALL OF TURKEY TV AD – BY REGION
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
51
61
31
55
56
31
49
39
69
45
44
69
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
171
RECALL OF TURKEY TV AD – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
51
52
48
54
50
50
49
48
52
46
50
50
Have seen adHave not seen ad
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
EVALUATION OF CYPRUS ADS (TV & PRINT) AFTER RE-PROMPTING WITH ADS INCLUDING TEXT & VOICE – GENERAL INDICATORS
Highly confidential document. For use only by CTO
173
OVERALL RATING OF THE CYPRUS ADS – BY REGION
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
16
18
18
13
13
1
39
40
42
26
38
32
32
25
34
43
41
56
11
13
6
11
7
10
2
3
1
1
1
6
1
1
Excellent - captures my imagination
Very good
Quite good
Neither good nor bad
Somewhat dislike it
Do not like it at all
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
174
OVERALL RATING OF THE CYPRUS ADS – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
16
21
12
15
16
18
39
40
45
39
38
31
32
29
30
36
30
33
11
6
9
9
14
14
2
3
3
2
1
2
1
0
0
1
1
1
Excellent - captures my imagination
Very good
Quite good
Neither good nor bad
Somewhat dislike it
Do not like it at all
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
175
OVERALL RATING OF THE CYPRUS ADS – BY GENDER
Total
Male
Female
0% 50% 100%
16
13
18
39
45
34
32
29
34
11
11
10
2
1
3
1
0
1
Excellent - captures my imagination
Very good
Quite good
Neither good nor bad
Somewhat dislike it
Do not like it at all
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
176
APPEALING ASPECTS OF CYPRUS AD(SPONTANEOUS ASPECTS LIKES)
Other
Hospitality
SPA
Diversity
Cheerful
Dive
Makes one want to go
Entertainment
Architecture / Landmarks
Relaxing holiday
Show a good rest
Music
Atmosphere
Bright colors
Sunny
Beach
Girl
Beautiful landscape
Sea
0 20 40
8
1
1
1
2
2
2
2
3
5
5
5
6
6
8
9
10
13
23
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
177
TOP APPEALING ASPECTS OF CYPRUS AD(SPONTANEOUS ASPECTS LIKES) – BY REGION
Show a good rest
Music
Atmosphere
Bright colors
Sunny
Beach
Girl
Beautiful landscape
Sea
0 20 40
4
7
10
6
9
1
9
13
22
9
2
1
9
5
0
13
4
25
2
5
3
4
16
1
1
15
11
3
6
3
10
8
1
7
28
28
5.19
1.3
13.64
22.08
19.48
Novosibirsk
Yekaterinburg
Samara
St.Petersburg
Moscow
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
178
TOP APPEALING ASPECTS OF CYPRUS AD(SPONTANEOUS ASPECTS LIKES) – BY AGE
Show a good rest
Music
Atmosphere
Bright colors
Sunny
Beach
Girl
Beautiful landscape
Sea
0 20 40
4
4
4
8
12
0
13
13
21
3
6
4
10
10
1
10
11
29
4
4
8
3
7
0
12
15
21
4
6
7
5
7
1
8
11
23
10
6
8
6
5
0
8
13
17
55+ years
45-54 years
35-44 years
25-34 years
20-24 years
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
179
TOP APPEALING ASPECTS OF CYPRUS AD(SPONTANEOUS ASPECTS LIKES) – BY GENDER
Show a good rest
Music
Atmosphere
Bright colors
Sunny
Beach
Girl
Beautiful landscape
Sea
0 20 40
4
7
7
6
8
0
15
10
23
5
4
5
7
8
0
6
15
22
Female Male
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
180
ASPECTS DISLIKED (SPONTANEOUS MENTIONS)
It is not clear what is the country
Boring
More family flavour
Girl
Not Interesting
Music
Little information/more information needed
Similar to other ads
More national flavor
0 10 20 30 40 50
1
1
1
2
3
2
2
3
4
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
181
MAIN MESSAGE OF AD (SPONTANEOUS MENTIONS)
Do not Know
Holiday for couples
Holidays for young people
Expensive holiday
Safe holiday
Accessible recreation
Multiple attractions
High-quality recreation
A lot of fun
Relaxing holidays
Hospitality
Diverse recreation
The best holiday you can have
Interesting place / inviting
Relaxing holiday
Comfortable stay
Beautiful country / environment
A good proper rest
0 20 40 60
27
1
1
1
1
1
1
1
1
2
3
3
4
5
5
7
10
25
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
182
EMOTIONS ELICITED WHILE WATCHING AD (PROMPTED MENTIONS)
None of these
Laughter
Passion
Excitement
Togetherness
Confidence
Energy
Imagination
Inspiration
Trust
Calm
Dreaming
Warmth
Comfort
Positive
0 50 100
4
9
10
10
13
16
19
21
24
24
25
28
42
44
44
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
EVALUATION OF CYPRUS ADS (TV & PRINT) AFTER RE-PROMPTING WITH ADS INCLUDING TEXT & VOICE - SPECIFIC ATTRIBUTES RELATING TO ADS
Highly confidential document. For use only by CTO
184
EVALUATION ON SPECIFIC ASPECTS OF THE ADS
Provides all the information I need
Different and unique
Relevant to me and represents me
High quality creativity and imagination
I believe what it shows
Increases my interest to visit
Interesting to watch
Easy to understand message
Enjoyable to watch
0% 50% 100%
29
29
30
34
37
37
38
41
43
38
42
38
43
41
38
42
42
44
18
17
19
15
16
16
15
12
10
11
8
7
4
5
7
3
3
2
4
3
4
2
1
1
1
1
1
1
1
3
1
1
1
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK / NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
185
EVALUATION ON ‘ENJOYABLE TO WATCH’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
43
42
46
27
56
44
49
43
42
40
44
42
44
44
42
48
48
36
44
39
47
44
46
39
45
43
10
13
5
15
8
8
8
7
10
13
14
11
10
2
3
3
3
3
2
3
2
2
2
1
1
5
1
1
1
1
0.5
1.99
1.3
0.690000000000001
0.870000000000001
0.650000000000001Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
186
EVALUATION ON ‘DIFFERENT & UNIQUE COMPARED TO ADS FOR OTHER HOLIDAY DESTINATIONS’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
29
29
29
26
16
39
44
30
27
24
23
32
26
42
43
42
38
38
47
33
46
42
46
41
39
45
17
16
16
18
31
10
15
16
18
15
22
18
16
8
9
8
9
10
1
4
5
9
10
13
7
10
3
3
2
5
5
4
2
2
4
1
2
3
1.19
2.94
4.64
2.6
1.03
1.21
1.75
1.18
0.56
1.73
0.730000000000001
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
187
EVALUATION ON ‘MORE INTERESTED TO VISIT THE COUNTRY THAN BEFORE’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
37
32
50
31
28
49
49
37
37
36
28
36
38
38
38
38
37
40
42
36
38
37
36
45
41
36
16
19
9
18
25
8
7
19
16
19
19
16
17
7
11
2
5
5
6
6
9
8
7
7
7
0.700000000000001
6.62
2.6
1.58
0.53
0.54
0.81
0.720000000000001
0.68
2.65
1.3
0.52
0.700000000000001
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
188
EVALUATION ON ‘EASY TO UNDERSTAND THE MESSAGE & NOT AT ALL CONFUSING’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
41
35
54
25
56
42
50
41
42
41
31
40
42
42
43
40
53
34
47
40
42
39
45
45
44
41
12
16
5
13
8
8
8
11
13
11
16
13
11
3
5
2
2
1
1
4
2
2
7
3
3
1
2
6
1
1
3
1
1
2
1.32
1.3
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
189
EVALUATION ON ‘I BELIEVE WHAT IT SHOWS’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
37
33
50
21
30
42
45
37
34
37
31
36
38
41
38
43
50
47
45
34
45
42
43
39
41
41
16
20
7
15
19
9
16
12
15
15
23
16
15
5
7
1
5
3
1
4
4
8
3
6
6
4
1
1
3
2
1
2
1
2
1
1
0.59
4.64
1.95
1.8
0.58
0.730000000000001
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
190
EVALUATION ON ‘INTERESTING TO WATCH’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
38
34
49
28
38
42
49
38
40
34
33
36
40
42
40
39
51
45
47
39
43
37
43
46
43
41
15
19
10
11
14
8
10
14
18
18
13
17
13
3
5
2
2
1
1
1
4
3
4
6
3
4
1
2
6
1
1
1
2
1
3
2
1
1.99
1.3
0.730000000000001Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
191
EVALUATION ON ‘HIGH QUALITY CREATIVITY & IMAGINATION’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
34
33
39
28
32
41
46
38
32
31
27
33
36
43
44
40
44
43
45
36
44
42
46
46
42
44
15
15
15
17
22
11
15
12
17
15
19
18
12
4
6
3
3
3
1
1
3
5
5
7
5
4
2
3
1
5
1
2
5
2
1
3
0.79
1.96
2.65
1.95
0.52
0.690000000000001
1.75
0.56
1.02
0.590000000000001
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
192
EVALUATION ON ‘PROVIDES ALL THE INFORMATION I NEED’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
29
25
40
13
19
45
40
28
27
26
26
28
29
38
37
37
48
35
38
34
42
35
41
34
37
38
18
21
12
19
27
12
17
17
19
17
24
19
18
11
13
7
10
16
4
9
9
12
12
12
12
10
4
4
2
8
3
1
2
6
4
4
3
4
0.730000000000001
1.47
1.99
1.3
0.690000000000001
0.690000000000001
1.24
0.56
0.91
0.58
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
193
EVALUATION ON ‘RELEVANT TO ME & REPRESENTS ME AS A PERSON’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
30
29
35
13
18
42
40
28
30
26
28
28
32
38
35
39
38
44
45
32
43
35
43
31
39
36
19
21
15
24
23
11
19
18
19
16
25
19
19
7
8
4
10
12
1
3
6
7
8
11
7
7
4
4
2
11
3
0
3
2
5
5
1
4
4
3
3
4
4
0
1
3
2
3
2
4
3
2
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
194
EVALUATION SUMMARY ON TOP BOX (‘AGREE COMPLETELY’) - BY REGION
Enj
oyab
le to
wat
ch
Diff
eren
t and
uni
que
It m
akes
me
mor
e in
tere
sted
Easy
to u
nder
stan
d th
e m
essa
ge
I be
lieve
wha
t it s
hows
Inte
restin
g to
wat
ch
Hig
h qu
ality
cre
ativity
Pro
vide
s all th
e in
form
atio
n I n
eed
Rel
evan
t to
me
and
repr
esen
ts m
e0
50
100
42
29 3235 33 34 33
2529
46
29
5054
50 49
39 4035
27 2631
2521
28 28
13 13
56
16
28
56
30
3832
19 18
4439
4942 42 42 41
4542
Moscow St.Petersburg Samara Yekaterinburg Novosibirsk
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
195
EVALUATION SUMMARY ON TOP BOX (‘AGREE COMPLETELY’) - BY AGE
Enj
oyab
le to
wat
ch
Diff
eren
t and
uni
que
It m
akes
me
mor
e in
tere
sted
Easy
to u
nder
stan
d th
e m
essa
ge
I be
lieve
wha
t it s
hows
Inte
restin
g to
wat
ch
Hig
h qu
ality
cre
ativity
Pro
vide
s all th
e in
form
atio
n I n
eed
Rel
evan
t to
me
and
repr
esen
ts m
e0
50
100
4944
49 5045
4946
40 4043
3037
4137 38 38
28 28
42
27
3742
3440
3227 30
40
24
3641
3734
3126 26
44
2328 31 31 33
27 26 28
Moscow St.Petersburg Samara Yekaterinburg Novosibirsk
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
196
EVALUATION SUMMARY ON TOP BOX (‘AGREE COMPLETELY’) - BY GENDER
Enj
oyab
le to
wat
ch
Diff
eren
t and
uni
que
It m
akes
me
mor
e in
tere
sted
Easy
to u
nder
stan
d th
e m
essa
ge
I be
lieve
wha
t it s
hows
Inte
restin
g to
wat
ch
Hig
h qu
ality
cre
ativity
Pro
vide
s all th
e in
form
atio
n I n
eed
Rel
evan
t to
me
and
repr
esen
ts m
e0
50
100
42
3236
4036 36
3328 28
44
26
3842
38 4036
29 32
Male Female
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
EVALUATION OF CYPRUS ADS (TV & PRINT) AFTER RE-PROMPTING WITH ADS INCLUDING TEXT & VOICE - OTHER EXECUTIONAL ATTRIBUTES
Highly confidential document. For use only by CTO
198
OPINION ON THE USE OF COLORS IN THE AD – BY REGION
Total
Moscow
St.Petersburg
Samara
Ekaterinburg
Novosibirsk
0% 50% 100%
2
2
2
2
5
2
7
8
3
11
6
5
78
77
79
72
84
86
8
9
8
7
3
3
3
1
5
2
1
3
1
6
4
7
Far too loaded with colours
Somewhat too loaded with colours
Just right
Somewhat too little colour variation
Far too little colour variation
DK / NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
199
OPINION ON THE USE OF COLORS IN THE AD – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
2
1
2
2
3
2
7
10
8
6
4
8
78
83
78
79
78
74
8
5
8
8
8
8
3
1
3
3
3
4
3
1
2
2
4
4
Far too loaded with colours
Somewhat too loaded with colours
Just right
Somewhat too little colour variation
Far too little colour variation
DK / NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
200
OPINION ON THE MUSIC IN THE AD – BY REGION
Total
Moscow
St.Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
42
38
44
27
42
73
19
22
12
26
26
3
25
28
24
25
28
4
7
10
6
3
1
0
7
2
14
18
4
19
Very catchy and suitable for the coun-try
Catchy but not suit-able for the country
Not very catchy but suitable for the coun-try
Not at all catchy or suitable for the coun-try
DK / NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
201
OPINION ON THE MUSIC IN THE AD – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
42
46
45
44
39
34
19
23
19
16
20
17
25
19
23
21
30
31
7
10
6
11
4
6
7
3
6
8
8
12
Very catchy and suitable for the country
Catchy but not suitable for the country
Not very catchy but suitable for the country
Not at all catchy or suitable for the country
DK / NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
202
OPINION ON THE LEVEL OF ENERGY IN THE AD – BY REGION
Total
Moscow
St.Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
5
7
2
5
3
1
11
13
5
18
5
10
70
65
77
68
80
81
10
14
7
3
6
1
2
1
3
4
3
1
4
7
2
6
Far too much energy
Somewhat too much energy
Just right
Somewhat too little energy
Far too little energy
DK / NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
203
OPINION ON THE LEVEL OF ENERGY IN THE AD – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
5
4
4
5
4
6
11
8
11
8
9
17
70
75
74
69
73
60
10
10
8
14
10
9
2
1
2
1
2
3
3
3
1
4
2
4
Far too much energy
Somewhat too much energy
Just right
Somewhat too little energy
Far too little energy
DK / NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
204
OPINION ON THE STYLE OF THE AD – BY REGION
Total
Moscow
St.Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
5
7
1
6
3
2
10
13
4
13
5
7
74
69
84
70
79
81
5
8
2
1
2
3
3
2
3
8
2.77
5.88
7.28
1.95
9.74
Far too modern
Somewhat too modern
Just right
Somewhat too tradi-tional
Far too traditional
DK / NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
205
OPINION ON THE STYLE OF THE AD – BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
5
5
5
5
3
6
10
8
11
9
11
10
74
75
76
76
73
70
5
5
3
5
8
5
3
5
2
2
3
5
3
1
2
4
3
4
Far too modern
Somewhat too modern
Just right
Somewhat too tradi-tional
Far too traditional
DK / NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
206
OPINION ON THE SLOGAN ‘CYPRUS IN YOUR HEART’– BY REGION
Total
Moscow
St.Petersburg
Samara
Yekaterinburg
Novosibirsk
0% 50% 100%
16
13
30
7
13
8
38
41
40
29
31
25
28
26
19
34
42
57
14
17
8
19
12
9
3
3
2
4
1
1
1
1
1
8
2
Excellent - captures my imagination
Very good
Quite good
Neither good nor bad
Somewhat dislike it
Do not like it at all
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
207
OPINION ON THE SLOGAN ‘CYPRUS IN YOUR HEART’– BY AGE
Total
20-24 years
25-34 years
35-44 years
45-54 years
55+ years
0% 50% 100%
16
21
17
15
16
12
38
38
48
37
33
32
28
26
22
30
30
35
14
13
11
14
16
16
3
1
1
3
3
4
1
1
1
1
1
1
Excellent - captures my imagination
Very good
Quite good
Neither good nor bad
Somewhat dislike it
Do not like it at all
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
EVALUATION OF CYPRUS ADS (TV & PRINT) AFTER RE-PROMPTING WITH ADS INCLUDING TEXT & VOICE - ATTRIBUTES RELATING TO IMPACT ON CYPRUS PERCEPTIONS
Highly confidential document. For use only by CTO
209
EVALUATION ON AD IMPACT ON CYPRUS PERCEPTIONS
A unique food tasting & local culture
Gives the impression of a high value for money
Something new about the country
A wide range of easily accessible options
A caring and hospitable country
Suits the country completely
A destination you could fall in love with
A destination you would be proud to visit
Gives the impression of high quality destination
Beaches and the sun superior to other countries
A relaxing & attractive environment
0% 50% 100%
29
31
32
34
35
37
38
38
41
44
45
38
39
43
41
40
42
42
37
42
38
42
20
17
17
16
16
15
13
15
12
13
9
8
7
5
6
5
4
4
5
3
4
4
3
2
2
3
1
1
1
2
2
1
1
2
4
1
1
1
2
2
3
1
Strongly Agree Somewhat agree Neutral Somewhat disagree Strongly disagree DK / NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
210
EVALUATION ON ‘SHOW A RELAXING & ATTRACTIVE ENVIRONMENT ‘
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
45
44
52
25
45
41
53
45
41
45
42
45
44
42
39
43
48
48
45
35
41
47
43
38
40
43
9
11
4
15
6
10
9
9
8
7
15
10
9
4
6
3
1
1
1
5
3
4
5
4
3
1
1
7
1
1
1
1
1
1
1
1
0.660000000000001
1.3
1.03
0.56 Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
211
EVALUATION ON ‘SHOWS SOMETHING NEW ABOUT THE COUNTRY’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
32
33
34
23
15
40
44
36
29
28
26
33
31
43
42
45
44
40
47
38
40
45
47
43
40
46
17
17
14
14
32
10
10
18
16
17
22
18
16
5
6
4
9
9
1
5
5
6
5
7
6
5
2
2
7
5
1
1
2
2
2
2
2
0.89
1.96
2.65
1.3
2.05
1.05
1.24
0.99
0.81
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
212
EVALUATION ON ‘GIVES THE IMPRESSION OF A HIGH QUALITY DESTINATION’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
41
37
51
28
43
50
52
46
35
40
36
41
42
42
43
41
50
37
38
37
38
46
43
45
41
43
12
14
6
11
16
10
8
11
13
12
14
14
10
3
4
3
3
2
1
5
3
2
3
2
2
2
6
1
1
3
1
2
1
2
1
1
1
1
1
1
2
1
1
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
213
EVALUATION ON ‘SHOWS A CARING & HOSPITABLE COUNTRY’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
35
34
39
24
24
46
42
39
30
31
36
32
37
40
42
37
44
36
42
35
43
41
46
34
42
39
16
16
17
18
28
8
17
12
17
16
22
17
16
5
6
4
6
7
3
5
3
8
5
7
6
5
1
1
5
5
3
2
1
1
1
2
1.28
3.43
3.31
1.3
1.54
0.52
1.92
1.75
0.56
1.58
1.03
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
214
EVALUATION ON ‘SHOWS BEACHES & THE SUN THAT ARE SUPERIOR TO OTHER COUNTRIES’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
44
40
54
30
56
44
49
45
45
43
38
40
47
38
38
38
48
27
42
37
38
36
40
42
41
36
13
15
7
13
14
11
11
12
14
14
11
12
13
4
5
3
3
1
1
4
5
1
7
4
3
1
1
3
1
1
1
1
2
1
1
2.65
1.3
0.9
0.51
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
215
EVALUATION ON ‘SHOWS A UNIQUE FOOD TASTING & LOCAL CULTURE EXPERIENCE’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
29
29
30
19
18
42
31
32
31
26
25
29
29
38
37
38
41
33
47
38
38
31
46
36
36
40
20
22
15
21
34
10
20
21
22
14
24
24
16
8
9
9
9
10
1
7
5
11
9
9
7
9
3
2
4
5
5
2
3
4
3
3
3
3
2
1
3
5
1
3
1
1
2
2
2
2
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
216
EVALUATION ON ‘SHOWS A WIDE RANGE OF EASILY ACCESSIBLE OPTIONS’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
34
32
40
19
27
44
45
34
35
31
26
34
34
41
43
35
48
40
42
32
42
39
47
41
42
40
16
16
13
19
21
12
20
15
11
13
22
16
16
6
7
5
5
8
1
2
5
10
5
5
5
6
3
2
3
7
4
1
3
3
3
2
2
3
1.25
3.92
3.31
1.3
0.52
0.690000000000001
1.57
0.730000000000001
2.99
1.42
1.1
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
217
EVALUATION ON ‘GIVES THE IMPRESSION OF HIGH VALUE FOR MONEY’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
31
31
32
22
18
46
42
36
27
27
26
31
32
39
39
36
46
34
42
41
37
37
40
40
40
38
17
19
12
14
32
9
10
17
20
18
20
18
16
7
8
5
9
10
1
2
7
8
9
8
6
8
2
2
3
6
4
3
1
4
2
1
1
3
4
1
12
3
1
1
1
2
5
5
5
4
3
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
218
EVALUATION ON ‘SUITS THE COUNTRY COMPLETELY’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
37
32
51
24
29
42
46
40
34
33
31
35
37
42
43
35
50
46
45
41
40
40
44
45
40
43
15
16
11
18
19
10
10
13
16
15
20
17
13
4
5
1
3
4
2
3
7
2
3
4
3
1
2
3
1
1
1
1
2
1
1
1
2
2
2
1
1
2
3
3
3
2
2
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
219
EVALUATION ON ‘SHOWS A DESTINATION YOU COULD FALL IN LOVE WITH’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
38
32
52
26
29
47
52
37
36
35
32
39
37
42
43
37
42
47
44
33
44
42
43
44
41
43
13
14
8
19
21
6
11
12
11
12
20
14
12
4
7
1
1
3
1
3
2
7
5
3
3
5
1
1
9
1
2
1
1
1
1
1
2
3
1
3
1
1
1
2
2
4
3
1
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
220
EVALUATION ON ‘SHOWS A DESTINATION YOU WOULD BE PROUD TO VISIT’
Total
Moscow
St. Petersburg
Samara
Yekaterinburg
Novosibirsk
20-24 years
25-34 years
35-44 years
45-54
55+
Male
Female
0% 50% 100%
38
34
53
23
29
44
47
39
38
34
35
37
39
37
36
33
49
38
42
33
38
34
41
35
38
36
15
17
10
13
28
12
9
17
16
13
22
13
17
5
8
6
3
1
5
3
9
4
6
6
5
2
3
9
1
2
1
1
4
2
2
2
3
3
3
1
1
1
4
2
2
4
1
4
2
Strongly Agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
DK/NA
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
221
EVALUATION SUMMARY ON TOP BOX (‘AGREE COMPLETELY’) -BY REGION
Relax
ing e
nviro
nmen
t
Shows new
abou
t the
country
High q
uality
des
tinat
ion
Hospita
ble cou
ntry
Superior b
each
es &
sun
Unique
food
tast
ing
Range
of e
asily
acc
essib
le o
ptions
High v
alue
for m
oney
Suits th
e co
untry com
plete
ly
Destin
ation to
fall in
love
with
Prou
d to v
isit
0
50
100
44
3337 34
40
2932 31 32 32 34
52
34
51
39
54
30
40
32
51 52 53
25 2328
2430
19 1922 24 26
23
45
15
43
24
56
18
27
18
29 29 29
41 40
5046 44 42 44 46
4247
44
Moscow St.Petersburg Samara Yekaterinburg Novosibirsk
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
222
EVALUATION SUMMARY ON TOP BOX (‘AGREE COMPLETELY’) - BY AGE
Relax
ing e
nviro
nmen
t
Shows new
abou
t the
country
High q
uality
des
tinat
ion
Hospita
ble cou
ntry
Superior b
each
es &
sun
Unique
food
tast
ing
Range
of e
asily
acc
essib
le o
ptions
High v
alue
for m
oney
Suits th
e co
untry com
plete
ly
Destin
ation to
fall in
love
with
Prou
d to v
isit
0
50
100
53
44
52
4249
31
4542
4652
4745
36
4639
45
32 34 3640 37 3941
2935
30
45
3135
2734 36 38
45
28
40
31
43
2631
2733 35 34
42
26
36 36 38
25 26 2631 32 35
20-24 years 25-34 years 35-44 years 45-54 years 55+ years
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
223
EVALUATION SUMMARY ON TOP BOX (‘AGREE COMPLETELY’) - BY GENDER
Relax
ing e
nviro
nmen
t
Shows new
abou
t the
country
High q
uality
des
tinat
ion
Hospita
ble cou
ntry
Superior b
each
es &
sun
Unique
food
tast
ing
Range
of e
asily
acc
essib
le o
ptions
High v
alue
for m
oney
Suits th
e co
untry com
plete
ly
Destin
ation to
fall in
love
with
Prou
d to v
isit
0
50
100
45
3341
32
40
2934
3135
39 3744
31
4237
47
2934 32
37 37 39
Male Female
Highly confidential document. For use only by CTO
Base: All Respondents (1015)
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