K EY F INDINGS OF A D E FFECTIVENESS S URVEY IN THE R USSIAN M ARKET - W AVE 1 - Prepared for Cyprus Tourism Organization By NOVERNA Consulting & Research

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

RESEARCH PARAMETERS


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.


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


KEY SUMMARY POINTS



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.


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.

KEY FINDINGS


GENERAL INDICATORS


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’


Base: All Respondents (1015)

12


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’



13


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’ *



*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


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



Base: Respondents from Moscow(558)

15

SPONTANEOUS RECALL OF FOREIGN DESTINATION – ST. PETERSBURG TOP 12 COUNTRIES

Cuba


Finland

France

Bulgaria

Tunisia

Thailand

Italy


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



Base: Respondents from St. Petersburg (244)

16

SPONTANEOUS RECALL OF FOREIGN DESTINATION – SAMARA TOP 12 COUNTRIES

Bulgaria

Czech Republic

India

Italy

France


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



Base: Respondents from Samara (61)

17

SPONTANEOUS RECALL OF FOREIGN DESTINATION – YEKATERINBURG TOP 12 COUNTRIES

UAE / Dubai

India


Czech Republic

Bulgaria


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



Base: Respondents from Ekaterinburg (71)

18

SPONTANEOUS RECALL OF FOREIGN DESTINATION – NOVOSIBIRSK TOP 12 COUNTRIES

Cyprus

USA

Czech Republic

Ukraine

Italy

France

UAE / Dubai



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



Base: Respondents from Novosibirsk (81)

19

SPONTANEOUS RECALL OF FOREIGN DESTINATION – 20-24 YEARS TOP 12 COUNTRIES

Croatia

Ukraine


Czech Republic

France

Tunisia


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



Base: Respondents from 20-34 years (156)

20


Cuba


Ukraine

France

Tunisia

Bulgaria

Italy


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




21


Ukraine


Croatia

Tunisia

Czech Republic

Bulgaria

Thailand


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




22


Czech Republic

Bulgaria

Tunisia

France

Ukraine


Italy


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




23

SPONTANEOUS RECALL OF FOREIGN DESTINATION – OVER 55 YEARS TOP 12 COUNTRIES

Tunisia

Czech Republic

Croatia

Thailand


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



Base: Respondents from over 55 years (165)

24

SPONTANEOUS RECALL OF FOREIGN DESTINATION – MALES TOP 12 COUNTRIES


France

Czech Republic

Tunisia

Bulgaria

Ukraine

Italy


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



Base: All Male Respondents (469)

25

SPONTANEOUS RECALL OF FOREIGN DESTINATION – FEMALES TOP 12 COUNTRIES

Ukraine

Czech Republic


Bulgaria

Tunisia

France


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



Base: All Female Respondents (546)

26

DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – TOTAL LEVEL

Czech Republic

Bulgaria

Cuba

UAE / Dubai


France


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




27


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


Total consideration





28


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


Total consideration





29

DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – MOSCOW TOP 10 COUNTRIES

Czech Republic

Italy


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


Total consideration



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


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


Total consideration




31

DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – SAMARA TOP 10 COUNTRIES

Bulgaria


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


Total consideration




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


Total consideration



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


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


Total consideration




34

DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – 20-24 YEARS TOP 10 COUNTRIES

Tunisia

France

Bulgaria

Thailand

Cyprus

Ukraine


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


Total consideration



Base: All Respondents 20-24 years (156)

35



Czech Republic

Bulgaria


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


Total consideration




36


Czech Republic

Finland

Thailand


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


Total consideration




37


Italy

Bulgaria

Finland

Czech Republic

Cyprus


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


Total consideration




38

DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – OVER 55 YEARS TOP 10 COUNTRIES

Poland

France

Thailand


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


Total consideration



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


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


Total consideration




40

DESTINATION SELECTION FOR 2011 HOLIDAYS & OTHER COUNTRIES CONSIDERED – FEMALE TOP 10 COUNTRIES

Czech Republic

Thailand

Italy


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


Total consideration




41

DESTINATIONS VISITED IN THE PAST – TOTAL LEVEL

Croatia


France

Tunisia

Belarus


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




42


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






43


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






44

DESTINATIONS VISITED IN THE PAST – MOSCOW TOP 10 COUNTRIES

Czech Republic

Bulgaria


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


Base: Respondents from Moscow (558)

45

DESTINATIONS VISITED IN THE PAST– ST. PETERSBURG TOP 10 COUNTRIES

Tunisia

Thailand

Czech Republic

Bulgaria

Ukraine


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





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





47

DESTINATIONS VISITED IN THE PAST– YEKATERINBURG TOP 10 COUNTRIES

USA


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




Base: Respondents from Yekaterinburg (71)

48

DESTINATIONS VISITED IN THE PAST– NOVOSIBIRSK TOP 10 COUNTRIES

Cyprus

Italy

USA

France

Czech Republic



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





49

DESTINATIONS VISITED IN THE PAST– 20-24 YEARS TOP 10 COUNTRIES

Bulgaria

Czech Republic

Tunisia


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





50

DESTINATIONS VISITED IN THE LAST 3 YEARS – 25-34 YEARS TOP 10 COUNTRIES


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





51


Czech Republic

Belarus

Italy

Thailand

Finland


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





52


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





53

DESTINATIONS VISITED IN THE PAST– OVER 55 YEARS TOP 10 COUNTRIES

Thailand


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




Base: All Respondents over 55 years (165)

54

DESTINATIONS VISITED IN THE PAST– MALE TOP 10 COUNTRIES

Tunisia

Finland


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





55

DESTINATIONS VISITED IN THE PAST– FEMALE TOP 10 COUNTRIES

Tunisia


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





56

SPONTANEOUS RECALL OF ADVERTISING IN GENERAL – TOTAL LEVEL

Tunisia


Ukraine

Czech Republic

Croatia

Bulgaria

Italy

Thailand


Egypt

Cyprus

Turkey

0 50 100

3

3

3

4

4

4

4

5

8

18

24

30

Ad recall




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




58

SPONTANEOUS RECALL OF AD – BY REGION

Turkey

Cyprus

Egypt


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



59

SPONTANEOUS RECALL OF AD – BY AGE

Turkey

Cyprus

Egypt


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



60

SPONTANEOUS RECALL OF AD – BY GENDER

Turkey

Cyprus

Egypt


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



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



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



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



‘% 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




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




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



68

IMPORTANT ASPECTS WHEN CHOOSING HOLIDAY DESTINATION – BY REGION




Superior beaches






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



69

IMPORTANT ASPECTS WHEN CHOOSING HOLIDAY DESTINATION – BY AGE




Superior beaches






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



70

IMPORTANT ASPECTS WHEN CHOOSING HOLIDAY DESTINATION – BY GENDER




Superior beaches






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



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



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



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



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



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



GENERAL ADVERTISING RECALL


77

PROMPTED COUNTRY AD RECALL – TOTAL LEVEL

Bulgaria

Croatia

Cyprus

Egypt


Italy

Malta

Thailand


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



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



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




Taxi or bus sides

Direct mail




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




Taxi or bus sides

Direct mail




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)


Indoor Posters e.g.travel agent offices

Taxi or bus sides

Direct mail




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




Taxi or bus sides

Direct mail




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




Taxi or bus sides

Direct mail




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




Taxi or bus sides

Direct mail




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




Taxi or bus sides

Direct mail




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




Taxi or bus sides

Direct mail




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




Taxi or bus sides

Direct mail




GENERAL EVALUATIVE MEASURES ON COUNTRY CAMPAIGNS


89

ASPECTS RECALL OF GENERAL CYPRUS ADVERTISING (SPONTANEOUS MENTIONS)


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



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)



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


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



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



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



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



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



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




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




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



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



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




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




EVALUATING THE STYLE & SPECIFIC IMPACT OF THE AD CAMPAIGNS IN GENERAL


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



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



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



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



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



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



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



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



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



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



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



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



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



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



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



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



EVALUATING THE GENERAL AD CAMPAIGNS IN TERMS OF IMPACT ON COUNTRY PERCEPTIONS


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



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



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



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



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



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



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



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



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



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



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



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



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



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



SPECIFIC PRINT ADVERTISING EVALUATION


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



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



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




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




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




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




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




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




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




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




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




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


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




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




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




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




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




SPECIFIC TVADVERTISING EVALUATION


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



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




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




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




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




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




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




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




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




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




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




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


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




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




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




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




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




EVALUATION OF CYPRUS ADS (TV & PRINT) AFTER RE-PROMPTING WITH ADS INCLUDING TEXT & VOICE – GENERAL INDICATORS


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



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


Very good

Quite good


Somewhat dislike it




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


Very good

Quite good


Somewhat dislike it




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



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



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



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



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



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



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



EVALUATION OF CYPRUS ADS (TV & PRINT) AFTER RE-PROMPTING WITH ADS INCLUDING TEXT & VOICE - SPECIFIC ATTRIBUTES RELATING TO ADS


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



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



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



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



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



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



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



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



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



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



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



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




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



EVALUATION OF CYPRUS ADS (TV & PRINT) AFTER RE-PROMPTING WITH ADS INCLUDING TEXT & VOICE - OTHER EXECUTIONAL ATTRIBUTES


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



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



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



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



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



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



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



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



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


Very good

Quite good


Somewhat dislike it




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


Very good

Quite good


Somewhat dislike it




EVALUATION OF CYPRUS ADS (TV & PRINT) AFTER RE-PROMPTING WITH ADS INCLUDING TEXT & VOICE - ATTRIBUTES RELATING TO IMPACT ON CYPRUS PERCEPTIONS


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



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



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



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



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



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



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



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



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



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



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



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



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




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



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



NOVERNA


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