how to dress a tourist brand in the xxi century
DESCRIPTION
Tourist brands in ne XXI century scenario. The pulse of social media marketing and the tourist brandsTRANSCRIPT
![Page 1: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/1.jpg)
How to dress a tourist brand in the XXI century
The case of the Valencia Region Tourist Board and the sports events
![Page 2: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/2.jpg)
• 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
![Page 3: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/3.jpg)
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
![Page 4: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/4.jpg)
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.
![Page 5: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/5.jpg)
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.
![Page 6: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/6.jpg)
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.
![Page 7: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/7.jpg)
REGIONAL TOURIST BOARD:
AGÈNCIA VALENCIANA DEL TURISME
Mission and values
![Page 8: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/8.jpg)
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
![Page 9: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/9.jpg)
STRATEGIC POLICYDiversification
Diferentiation
Qualification
Innovation
Sustainabiliby
Brands and logos:
Agència Valenciana del Turisme
![Page 10: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/10.jpg)
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
![Page 11: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/11.jpg)
The moment of truth is today
![Page 12: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/12.jpg)
Our brand is a promise and a confirmation
![Page 13: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/13.jpg)
The strategy rules the branding environments
![Page 14: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/14.jpg)
The hierarchy of our brands
![Page 15: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/15.jpg)
Brand consistency
1.988 Today
![Page 16: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/16.jpg)
Our brands today
![Page 17: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/17.jpg)
In company branding
![Page 18: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/18.jpg)
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
![Page 19: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/19.jpg)
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
![Page 20: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/20.jpg)
Social media marketing
![Page 21: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/21.jpg)
•• 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
![Page 22: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/22.jpg)
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,
![Page 23: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/23.jpg)
Special media outlets
![Page 24: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/24.jpg)
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
![Page 25: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/25.jpg)
![Page 26: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/26.jpg)
Promotion 32nd America’s Cup
![Page 27: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/27.jpg)
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
![Page 28: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/28.jpg)
32nd AC and the city of Valencia in www.spain.info
![Page 29: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/29.jpg)
32nd AC and the city of Valencia in www.spain.info
![Page 30: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/30.jpg)
Special close up to the Louis Vuitton Cup
![Page 31: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/31.jpg)
Invitation for the Cruising Yatch Club of Australia presentation of the 32nd AC, 9th of
June 2006
![Page 32: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/32.jpg)
Invitation for the presentation in Royal New Zealand Yacht Squadron of Auckland the 12th of June of 2006
![Page 33: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/33.jpg)
Invitation
![Page 34: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/34.jpg)
Spanish ambassador introducing the 32nd America’s Cup in Australia
![Page 35: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/35.jpg)
Whorkshop
![Page 36: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/36.jpg)
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
![Page 37: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/37.jpg)
The Tourist Office of Spain
![Page 38: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/38.jpg)
32nd America’s Cup, Spain brand and Region of Valencia brand
![Page 39: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/39.jpg)
Invitation for the presentation held in the San Francis Yacht Club, USA, 28th of September 2006
![Page 40: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/40.jpg)
San Francis Yacht Club – San Francisco – USA, September 28th 2006
![Page 41: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/41.jpg)
Proactive promotion of sports events bounded to our brand and strategy
![Page 42: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/42.jpg)
Mailing and direct marketing of the events
to the media and trade
![Page 43: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/43.jpg)
Special reviews
![Page 44: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/44.jpg)
Valencia city and the monuments
![Page 45: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/45.jpg)
The Central Market, City of Sciences and the Night of Valencia as assets
![Page 46: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/46.jpg)
The people involve with the events
![Page 47: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/47.jpg)
The 32nd America’s Cup
![Page 48: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/48.jpg)
But then, why here?
• Policies• Sports facilities• Budget and capability to work
together: we are more than I. • Will: we want it !
![Page 49: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/49.jpg)
Volvo Ocean Race?
![Page 50: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/50.jpg)
The Volvo Ocean Race and web 2.0 approach
![Page 51: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/51.jpg)
The official site
![Page 52: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/52.jpg)
But why here?.
![Page 53: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/53.jpg)
And again, why here?
![Page 54: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/54.jpg)
And again, why here?
![Page 55: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/55.jpg)
F1 Grand Prix of Europe
![Page 56: How to dress a tourist brand in the XXI century](https://reader033.vdocuments.site/reader033/viewer/2022042700/55851e3ad8b42a4c128b4879/html5/thumbnails/56.jpg)
[email protected] / [email protected]
e-turismo.blogspot.comwww.comunitatvalenciana.com
Pictures: slideshare