Upload
joantxo-llantada
View
1.983
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Tourist brands in ne XXI century scenario. The pulse of social media marketing and the tourist brands
Citation preview
How to dress a tourist brand in the XXI century
The case of the Valencia Region Tourist Board and the sports events
• Brief introduction to the Region of Valencia
• Our mission an values• Our brand scenario and the
events• Samples of promotions
In the next minutes I will talk about
Region of Valencia: general approach
• One of the 17 Autonomous Regions of Spain
• Total Surface: 23.500 SqKm / Spain: 505.000 SqKm.
• Population: 5.1 Million Inhab / Spain: 46 Million) (2007)
• 470 Kms. Coastline
• 150 kms. Inland
Region of Valencia: Economic Data
• G. R. P. means around 10’5 % of the Spanish G.N.P. (2006)
• Average Income per Person: 23.400 €. 94% of the European Average
• Gross Regional Product per sectors.: – Agriculture: 4% – Industry: 24%– Building: 11%– Services: 61%
• Tourist Sector means a 13.8 % of the GRP and accounts for 14.4% of the overall employment.
Region of Valencia: Tourism• Tourist sector in the VR: 13.8% of GRP. 14.4% of total employment.
• 23 Millions Visitors (2006).
• Total Expenditure (2006): 4.330 Million €.
• Foreign Tourists (Frontur, 2006): 5.6 Million (Spain: 58 Mill.), among these:
• 45% from U.K. • 12% from France. • 11% from Germany.• 9% from the Benelux Countries.
Region of Valencia: Tourist Offer
• Total Available Hotel Beds: 112.689 (2006):
• 16 Five-Star Hotels
• 116 Four-Star Hotels
• 234 Three-Star Hotels
• 126 Camping sites totalling 68.731 places.
• 861 Country Homes with more than 6.500 beds.
REGIONAL TOURIST BOARD:
AGÈNCIA VALENCIANA DEL TURISME
Mission and values
AGÈNCIA VALENCIANA DEL TURISME
Regional Tourism Authority
Mission and values• Development of the tourism policy of the Valencia Regional Government
• Improvement of competitiveness, quality and diversification of product, professional training, regulation and planning of the valencian tourist sector
STRATEGIC POLICYDiversification
Diferentiation
Qualification
Innovation
Sustainabiliby
Brands and logos:
Agència Valenciana del Turisme
To improve competitiveness, quality of product, education, productiveness of the tourist
companies, as well as to promote and develop the
legislation and regulation of the tourist sector
To increase the quality of tourist products and
services.
To improve the organisation and to
modernise and innovatetourist companies.
To communicate a positive tourist image of the region and
to collaborate with the tourist sector in the
commercialization of the product.
To contribute to the consolidation of the “sun and beach” product
improving facilities and infrastructures.
To promote new products
and develop new marketsin order to fight against
seasonality.
To improve the education and specialization of the
professionals working in the sector.
Basic planing for the development of the
sector through legislation and
regulation.
To contribute to the growth of tourisminland the region.
Strategic Policy
The moment of truth is today
Our brand is a promise and a confirmation
The strategy rules the branding environments
The hierarchy of our brands
Brand consistency
1.988 Today
Our brands today
In company branding
Our brands scenario• Tourist fairs
• General fairs
• Websites: e-marketing, eCRM,…
• Workshops
• Professional meetings
• Fam trips
• Press trips
• PR’s
• Events
• Sponsorships
• Web 2.0
Conversation 2.0• Spanish: 77 %• English: 23 %• Positive opinion: 86 %• Negative opinion: 14 %
– Fan: 39 %– Opinion maker: 37 %– Resident: 7 %– Tourist: 6 %– Unknown: 11 %
Sample: 668, January to December 2007
Social media marketing
•• Weekly, 5 languagesWeekly, 5 languages
•• All the latest in CVNEWSLETTER weekly: Fresh All the latest in CVNEWSLETTER weekly: Fresh
news, weekends special offers, incredible news, weekends special offers, incredible
places... the resorts and destinies in your eplaces... the resorts and destinies in your e--
mailmail
•• More than 25.000 More than 25.000 subscriptorssubscriptors from 21 from 21
countriescountries
•• Under costumer demands and preferences Under costumer demands and preferences
Another useful tools we use among others:
newsletters
e-marketing
All the informationAll the information at your deskat your desk24 hours / 7 days / all year 24 hours / 7 days / all year
around around
0
2.000
4.000
6.000
8.000
10.000
12.000
14.000
1999 2000 2001 2002 2003 2004
Visitas diariasEvolución visitas
1999-2004
25.000 visitors/day 25.000 visitors/day
June 2008. OJD. June 2008. OJD.
Multichannel and multiple device: Web, forums, chat on line, Multichannel and multiple device: Web, forums, chat on line, smssms--mms, mms, wapwap, PDA, webmail, webcam,, PDA, webmail, webcam,
Web 2.0: RSS, embedded, and very soon: blogs, socialWeb 2.0: RSS, embedded, and very soon: blogs, social networks, networks,
Special media outlets
20052005 20062006 2007ACT IV & VACT IV & V
Valencia16 - 26June
ACT VI & VIIACT VI & VIIMälmo-Skäne
25 August - 4 Sep
ACT VIII & IXACT VIII & IXTrapani
29 Sep - 9 Oct.
ACT X ACT X VValencia11-18(MR)
May
ACT XI ACT XI VValencia19-21(FR)
May
ACTO XIIACTO XIIVValencia
22 June-03 July
LOUIS VUITTON CUPValencia
April- June
AMERICA´S CUPValencia
June
ACTO XIVACTO XIVValencia
3 -7April
The 32nd America’s Cup
Promotion 32nd America’s Cup
http
://w
ww
.tour
spai
n.no
/new
slet
ter/
juli_
06.p
dfhttp://w
ww
.tourspain.no/newsletter/juni_05.pdf
32nd AC and the city of Valencia in www.tourspain.no
32nd AC and the city of Valencia in www.spain.info
32nd AC and the city of Valencia in www.spain.info
Special close up to the Louis Vuitton Cup
Invitation for the Cruising Yatch Club of Australia presentation of the 32nd AC, 9th of
June 2006
Invitation for the presentation in Royal New Zealand Yacht Squadron of Auckland the 12th of June of 2006
Invitation
Spanish ambassador introducing the 32nd America’s Cup in Australia
Whorkshop
Port Melbourne Yacht Club June 8th 2006
The ambassador ant the Spanish logo introducing the Region of Valencia as a host of the 32nd Americas’s Cup
The Tourist Office of Spain
32nd America’s Cup, Spain brand and Region of Valencia brand
Invitation for the presentation held in the San Francis Yacht Club, USA, 28th of September 2006
San Francis Yacht Club – San Francisco – USA, September 28th 2006
Proactive promotion of sports events bounded to our brand and strategy
Mailing and direct marketing of the events
to the media and trade
Special reviews
Valencia city and the monuments
The Central Market, City of Sciences and the Night of Valencia as assets
The people involve with the events
The 32nd America’s Cup
But then, why here?
• Policies• Sports facilities• Budget and capability to work
together: we are more than I. • Will: we want it !
Volvo Ocean Race?
The Volvo Ocean Race and web 2.0 approach
The official site
But why here?.
And again, why here?
And again, why here?
F1 Grand Prix of Europe
[email protected] / [email protected]
e-turismo.blogspot.comwww.comunitatvalenciana.com
Pictures: slideshare