The Great Swap

Campaign idea

Having the data that UK citizens are the greatest bargain-hunters in Europe we offered them a deal thus drawing their attention to Bulgaria. As each country has something the other one needs, we created The Big Bargain: a campaign trading sunny weather for British humour. We invited Brits to trade their best joke at the campaign’s website for the chance to win a free sunny holiday in Bulgaria.

Brand name: Bulgaria
Advertiser / client: Bulgarian Ministry of Tourism
Product / service: Tourism
Campaign name: The Big Bargain
Agency network: MCCANN WORLDGROUP
Agency: McCann Sofia
Executive creative director: Tsanka Krousheva
Creative director: Ivan Kirov
Art director: Boris Bratkov
Copywriter: Ester Simonia, Marta Pramova
Designer: Ivaylo Ivanov
Account director (agency): Dilyana Dragomirova
Client account director: Annie Haralambieva
Media director: Anelia Genova
Managing director: Desislava Olovanova
Strategic planner / strategist: Tsanka Krousheva, Ivan Kirov
Pr director: Marta Pramova
Photographer: Dimitar Karanikolov
Digital strategist: Tsanka Krousheva, Ivan Kirov