Spain social travel market
-
Upload
mark-frary -
Category
Documents
-
view
839 -
download
3
Transcript of Spain social travel market
![Page 1: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/1.jpg)
MARKETING SPAIN IN TIMES OF AUSTERITY
SOCIAL TRAVEL MARKET
Enrique Ruiz de Lera, Director, Spanish Tourist Office in London
![Page 2: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/2.jpg)
1. Ten commandments of country branding
2. Spain’s current marketing strategy
3. I need Spain: our advertising campaign
4. Branded content
5. Brand ambassadors
6. Online strategy
7. What comes next?
INDEX
![Page 3: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/3.jpg)
TEN COMMANDMENTS
OF
COUNTRY BRANDING
![Page 4: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/4.jpg)
A COUNTRY IS A BRAND…
In fact, people are brands as well
Ten Commandments of Country Branding
1
![Page 5: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/5.jpg)
…BUT A COUNTRY BRAND IS OWNED BY CONSUMERS,
NOT GOVERNMENTSSurprise, surprise!
A brand is what your customers think of you
Ten Commandments of Country Branding
2
![Page 6: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/6.jpg)
CREATE A
LONG TERM STRATEGY
No strategy, no results
Ten Commandments of Country Branding
3
![Page 7: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/7.jpg)
FOCUS ON 1 OR 2 MAIN FEATURES ONLY
Avoid trying to sell everything to everybodySegment, Target, Position
DIFFERENTIATE
Ten Commandments of Country Branding
4
![Page 8: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/8.jpg)
FOCUS ON EMOTIONSFrom USP to ESP*
Unique Selling Proposition Emotional Selling Proposition *TM Raul Peralba
Become an emotional country Brand (Brazil, Italy, Spain)
Ten Commandments of Country Branding
5
![Page 9: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/9.jpg)
Storytelling is the most powerful way of communication
CREATE A STORY
Ten Commandments of Country Branding
6.1
![Page 10: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/10.jpg)
CREATE A STORYIn a visual world, words are more
powerful than images
Ten Commandments of Country Branding
6.2
![Page 11: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/11.jpg)
CREATE A STORY
Forget logos (people don’t see logos) and turn slogans into anthems
Ten Commandments of Country Branding
6.3
![Page 12: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/12.jpg)
CONTENT IS KING…
Inspire people to create your own content:
UGC* are the new ads*User Generated Contents
Ten Commandments of Country Branding
7
![Page 13: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/13.jpg)
…BUT ONLY RELEVANT CONTENT IS KING
Communicate only what interests your audience
From push to pull strategies
Ten Commandments of Country Branding
8
![Page 14: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/14.jpg)
DIGITAL MARKETING IS NOT AN OPTION, SOCIAL MEDIA
IS NOT A TREND
Design a 360°, seamless on-off campaign
Ten Commandments of Country Branding
9
![Page 15: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/15.jpg)
IN TIMES OF SCARCITY BIG IDEAS REPLACE
BIG BUDGETS…
THINK OUT OF THE BOX!!
Ten Commandments of Country Branding
10
![Page 16: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/16.jpg)
Spain’s current marketing
strategy
![Page 17: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/17.jpg)
THE CHALLENGEHOW TO COMMUNICATE
A RELEVANT MESSAGETO A FRAGMENTED AUDIENCE
IN A SATURATED ENVIRONMENT WITH LIMITED RESOURCES?
Spain’s current marketing strategy
![Page 18: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/18.jpg)
STORYTELLING
Spain’s current marketing strategy
![Page 19: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/19.jpg)
I NEED SPAIN
A MESSAGE THAT COMES FROM THE CONSUMER: IT FOCUSES ON THEIR PERSONAL EXPERIENCES & STORIES
Spain’s current marketing strategy
![Page 20: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/20.jpg)
Spain’s current marketing strategy
![Page 21: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/21.jpg)
Spain’s current marketing strategy
![Page 22: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/22.jpg)
We also invested
in co-marketing
![Page 23: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/23.jpg)
Co-marketing and strategic partnering
![Page 24: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/24.jpg)
BRANDED
CONTENT
![Page 25: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/25.jpg)
ZINDAGI NA MILEGI DOBARA
Branded content
![Page 26: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/26.jpg)
MTV FIX YOU
Branded content
![Page 27: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/27.jpg)
BRAND
AMBASSADORS
![Page 28: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/28.jpg)
REAL MADRID
Brand ambassadors
![Page 29: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/29.jpg)
Brand ambassadors
![Page 30: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/30.jpg)
SPANISH NATIONAL BASKETBALL TEAM
Brand ambassadors
![Page 31: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/31.jpg)
Brand ambassadors
![Page 32: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/32.jpg)
Brand ambassadors
![Page 33: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/33.jpg)
Brand ambassadors
![Page 34: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/34.jpg)
ONLINE
STRATEGY
![Page 35: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/35.jpg)
USER GENERATED CONTENT
SPAIN ADDICTS
Online Strategy
![Page 37: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/37.jpg)
Online Strategy
UK
![Page 38: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/38.jpg)
MULTIPLATFORM,
MULTICHANNEL STRATEGY
![Page 39: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/39.jpg)
SOCIAL NETWORKS
Multiplatform, multichannel strategy
![Page 40: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/40.jpg)
THE FACEBOOK TRAP: HIGH VOLUME,
LOW ENGAGEMENT
![Page 41: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/41.jpg)
SOCIAL NETWORKS
UK:Focus on
engagement
Multiplatform, multichannel strategy
![Page 42: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/42.jpg)
APPSiSpain
+IneedSpain
Multiplatform, multichannel strategy
![Page 43: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/43.jpg)
SOCIAL NETWORKS
Multiplatform, multichannel strategy
![Page 44: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/44.jpg)
WHAT COMES NEXT?
FROM CMO TO CCO (CHIEF CONTENT OFFICER)
FLASHMOBS
GUERRILLA MARKETING
BLOGGERS
![Page 45: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/45.jpg)
MAKING THE MOST OF
SOCIAL MEDIA
![Page 46: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/46.jpg)
YouTube
Original viral video: http://youtu.be/phB5gSD7-10
Burger King makes the most of it:
http://youtu.be/d4j1BBoR_Bw
![Page 47: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/47.jpg)
“Lowcostholidays scores a social media coup, while Thomas Cook
scrambles to respond”, Tnooz October 17, 2012
Thomas Cook neglects an opportunity by not adapting
Lowcostholidays jumps in and makes the most of it
Thomas Cook in Paris, finally
Someone named Thomas Cook is not happy with the burden of the name, and contacts Thomas Cook the tour operator through Facebook…
![Page 49: Spain social travel market](https://reader035.fdocuments.net/reader035/viewer/2022062312/55532be3b4c905e12e8b466e/html5/thumbnails/49.jpg)
¡MUCHAS GRACIAS!Find us at:
@Spain_inUKwww.facebook/SpaininUK
www.spain.info/uk/socialnewshubwww.ineedspain.com
www.spain.infowww.youtube.com/spain