International knowledge of Andalusia
Being a reference destination for the international public requires a marketing strategy and objectives that guarantee a resounding communication that allows differentiation from competing tourism brands, establishing direct communication channels with potential tourists in order to reach them with the right message at the right time.
Briefing
The strategic approach has differentiated objectives according to the life cycle of each market. On the one hand, the aim is to strengthen communication in the key countries for tourism in Andalusia, where the brand already enjoys a consolidated presence and is recognised as a benchmark of tourism prestige. The aim is to stimulate growth in both quantitative terms (number of travellers) and qualitative terms (brand awareness and perception).
On the other hand, the aim is to expand the brand’s presence in strategic markets that are essential for Andalusia due to their importance for tourism, but where its penetration is not yet sufficiently consolidated.
Audience
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Tourists
Potential international tourists from target markets: United Kingdom, France, Germany and USA.
Strategy
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The way forward
Activation of a range of differentiating, high impact and high profile activities, combining traditional media presence with high impact and coverage, with activities that generate engagement and a direct link with the potential tourist (event/roadshow).
Data
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Markets
4
International
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Impact
+ 400
million
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Roadshow
9
cities
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Kilometers
+ 8.300
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Large format
+ 80
digital displays
