The Sofia Echo, 26.08.2010 Starting September 2010, four international television channels - Euronews, National Geographic Channel, Discovery Channel and Eurosport - will start airing advertisements about Bulgaria, Bulgarian National Television (BNT) reported on August 26 2010.

The initiative, launched by the Ministry of Economy, is worth 7.5 million leva, financed by the Regional Development operative programme, the report said. The promotional clips will feature Bulgaria's summer and winter tourist destinations, environmental and rural tourism and the country's cultural historic heritage.

The clips will be aired 3166 times in total, in two phases – from September 6 until December 26 and from January 31 until March 27 2011. It is expected that the campaign will reach about 608 million European households.

The clips are in Bulgarian, English, German, Russian and French, 30 seconds in length and will be aired during prime time hours, the report said.