US cable news broadcaster CNN started screening the first of three ad spots on Bulgaria, Dnevnik daily reported on March 13. One clip features casinos and beaches, promoting Bulgaria as a destination for entertainment.

The clip has been criticised for drawing attention to gambling opportunities, given that the sector is not among the priorities set out in the country's tourism strategy. Nevertheless, Bulgaria's Finance Ministry recently said that the country could well gain if it turned into a destination for gambling tourists.

All three clips, two of them 20-second and the last 40-second, were made by CNN at the request of and with materials from Bulgaria's State Agency for Tourism. The other two ad spots underscore the opportunities for eco-, cultural and round-the-year tourism.

All three ad spots will be aired for a total of eight weeks in the months of March, May, June and September, respectively.

The promotional campaign also includes the publication of an e-brochure and Internet clips. CNN is again author of the e-brochure and represents a compilation of screenshots and sounds in Bulgaria. It is available on www.sightsandsounds.tv/bulgaria/.

The total budget of the campaign is 240 000 euro.