2015 – 2016
Catalan Tourisme Agency (Spain)
The defining and development of the criteria, system of evaluation, structure and functioning of the new brands and tourism certifications of the Agencia Catalana de Turismo: “Cities with personality” and “Villages with enchantment”.
The Marketing plan 2013-2015 of the Agencia Catalana de Turismo (Catalan Tourism Agency) established the foundations of the upgrade both in its offer as well as in the “shape” and manner of developing the added value and differentiation, with the aim of arriving more easily at the demand in question.
On one side, it proposes the creation and implementation of a new system of links with the sector, based on an Affiliation with the ACT and a structure of brands, stamps, endorsed products and rankings.
On the other hand, the assessment of the “Cataluña Experiencial”, that exceeds the organization of the offer on the basis of the traditional product, has the intention of developing the conceptual scene’s tourism experience from different angles and viewpoints.
In this brand, the Marketing Plan targets two lines of development: a reference to medium-sized cities and another orientated to towns with enchantment.
In both cases, the desire is to give an adequate and specific answer to the necessities of the advertisement of these typologies of places, whilst ensuring the preservation of its heritage and surroundings and advancing the local economy.
In the development and implementation context of this new Marketing Plan, the global challenge of this project is to define and equip it with content, as much the internal structure as the functioning and the communicative and promotional projections in these two new accreditations established by the ACT; the Brand “Cities with personality” and the Stamp “Villages with enchantment”.
The models of the Brand “Cities with personality” and the Stamp “Villages with enchantment” are perfectly defined in its structure and internal functioning, criteria evaluation system and communicative and promotional projection.