Communication campaign – Costa Daurada & Terres de l’Ebre

Year

2015

Client

Patronato de Turismo de la Diputación de Tarragona (Spain)

Applied services

Communication, advertising

The project

The elaboration and implementation of a Communication and Commercialization plan for the tourism brands Costa Daurada and Terres de l’Ebre directed at the market in question.

The challenge

The issuing French organization of thetourism market is the most important for Catalonia and one of the largest for the destinations of the Costa Daurada and Terres de l’Ebre. During 2015, the deceleration of other issuing markets was identified as a threat to the Summer season and it was therefore decided that a Communication campaign would be undertaken to directly influence the commercialization of the destinations of the Costa Daurada in France.
The campaign has been undertaken in two facets: from a communicative point of view, segmenting in the geographic area of the regions Midi-Pyrénées and Aquitaine, both close to Catalonia; and from a much more commercial angle in collaboration with the specialized tour-operator “Travelfactory” through its Sun and Beach holiday brand “Locatour”.

Actions taken

• The identification of potential French operators,suitable to carrying out the campaign, and selecting one of them.
• The identification of a media source (radio broadcaster).
• The negotiation of the global communication and commercialization device that will be put in place with each of the providers.
• The coordination of the operation’s execution together with the operator, media and Patronage.
• The monitoring of these actions and reporting to clients.

The result

An increase of 35% of products under the tourism brand Costa Daurada, sold via the French operator Locatour.
An increase of 75% in sales and of 54% in the number of clients of the French operator in relation to the destinations of the Costa Daurada.
An increase of 29% in the sales of the French operator in relation to the destinations of the Costa Daurada.
An estimated impact of almost 2 million listeners within the chosen French regions.