For the 10th time, our publisher has produced its top 50 publication presenting the key players in Hungarian tourism. László Biró, the managing owner of the Mediator advertising agency, is listed among the top 50 in tourism for the first time.
“Complete service of a country’s tourism communication is one of the most exciting tasks that an advertising agency can get,” he claims. László Biró, managing owner of the largest independent, full-service agency in the country.
For more than four years, the Mediator has been responsible for the international and domestic representation of the destination country brand, and in this capacity – with the exception of media buying – performs all creative, campaign development and production tasks in the communication of the state tourism organization. The agency was responsible for the creative concept and full-scale production tasks of four domestic and three international advertising campaigns in 2023 alone. In addition, Mediator fully managed the six most important international exhibitions and fairs, such as WTM London, IBTM Barcelona or IMEX Las Vegas. planning, production and operation of the Hungarian stand. Furthermore, he played a key role in the domestic organization of the most significant tourism professional events aimed at the global market, such as Amour Global or ASTA. “Tourism – in the professional sense of advertising – is the country’s largest client, and accordingly the dedicated team within the agency of more than a hundred people works on it, from creative and visual specialists to social media and event planners to digital development,” points out the volume, according to the advertising specialist. the task requires such in-depth customer, product and platform knowledge.
László Biró, managing owner of Mediator advertising agency
Photo: Balázs Tóth
The advertising agency quickly learned how diverse the world of tourism is, since the coronavirus pandemic broke out right at the beginning of the collaboration. “We had to react extremely quickly, monitor competitor markets, re-orchestrate our messages, develop new content or even new platforms,” sums up the experiences still valid to this day, says the head of Mediator.
“When we communicate the tourist offer, we must not forget that we ourselves are actors in the increasingly saturated attention economy, and there is a bloody fight for consumers’ attention for a few seconds,” points out László Biró, who believes that there is no effective image campaign without a strong sales footing. .
It is very important for a destination to have a good story, but nowadays the work of advertisers does not end with attracting attention. “You have to take the consumer by the hand and guide them through the customer’s life journey, so that in the end, the attention earned by hard work is realized in clicks and bookings,” adds the expert, who believes that the entire digital toolbox must be used for this. That is why the domestic tourism reforming the digital ecosystem of the brand is the proudest of the work of the past years.
One of the biggest challenges and tasks of 2024 is to use artificial intelligence, which is still the most popular term today, to create truly viable tourism communication solutions, ones that fulfill the increasingly urgent promise of a customizable customer experience.
PROFESSIONAL LIFE PATH
The specialist with more than twenty years of advertising agency experience came to Mediator in 2013, and since 2018 he has been the company’s managing director and later owner. Under his leadership, the professional team has grown to over a hundred in recent years, and the company, which is at the forefront of communication innovation and has been awarded numerous domestic and international awards, has become the largest domestic player based on agency revenues.
