• Transform magazine
  • June 05, 2020


Budapest goes glam with Ellie Goulding

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Budapest is often known as an inexpensive or student destination, but the Hungarian Tourist Board hopes to elevate its reputation through a collaboration with Ellie Goulding. In her official music video for ‘Close to Me,’ the British pop star lets Budapest shine as a city of extravagance and exclusiveness, an image the city desires.

The Hungarian Tourist Board collaborated with Universal Music UKs creative division Globe and Ellie Goulding to develop the video showing a glamorous Ellie Goulding singing and dancing in couture throughout the sites of Budapest. It’s not unlike the strategy other tourism organisations have had with celebrity partnerships in the past. In February 2019, Visit California published a new adventure-focused campaign video called ‘Spoiled,’ which aired online and on TV promoting California alongside multiple celebrities living the ‘California dream.’ Some of those videos have reached views in the millions.

Sarah Desmond, SVP of strategic marketing & partnerships at Globe, says, “Our recent brand partnership campaign with Ellie Goulding and the Hungarian Tourist Board exceeded all our expectations. We highlighted Budapest with the goal to drive greater consideration of the city amongst tourists. It is yet another perfect example of how we can align the right talent with a brand to create an exceptional activation.”

Ellie Goulding’s ‘Close to me’ video has over 74m views on YouTube and counting. The video, featuring stunning shots of Budapest's most picturesque settings lend a sense of glamour to the city. Highlighting the city's architectural wonders and cultural monuments helps position Budapest as a destination for cultural tourists, foodies and those looking for a refined experience.