How to dress a tourist brand in the XXI century

How to dress a tourist brand in the XXI century

The case of the Valencia Region Tourist Board and the sports events

• 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

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

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.

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.

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.

REGIONAL TOURIST BOARD:

AGÈNCIA VALENCIANA DEL TURISME

Mission and values

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

STRATEGIC POLICYDiversification

Diferentiation

Qualification

Innovation

Sustainabiliby

Brands and logos:

Agència Valenciana del Turisme

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

The moment of truth is today

Our brand is a promise and a confirmation

The strategy rules the branding environments

The hierarchy of our brands

Brand consistency

1.988 Today

Our brands today

In company branding

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

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

Social media marketing

•• 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

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,

Special media outlets

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

Promotion 32nd America’s Cup

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32nd AC and the city of Valencia in www.tourspain.no

32nd AC and the city of Valencia in www.spain.info

32nd AC and the city of Valencia in www.spain.info

Special close up to the Louis Vuitton Cup

Invitation for the Cruising Yatch Club of Australia presentation of the 32nd AC, 9th of

June 2006

Invitation for the presentation in Royal New Zealand Yacht Squadron of Auckland the 12th of June of 2006

Invitation

Spanish ambassador introducing the 32nd America’s Cup in Australia

Whorkshop

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

The Tourist Office of Spain

32nd America’s Cup, Spain brand and Region of Valencia brand

Invitation for the presentation held in the San Francis Yacht Club, USA, 28th of September 2006

San Francis Yacht Club – San Francisco – USA, September 28th 2006

Proactive promotion of sports events bounded to our brand and strategy

Mailing and direct marketing of the events

to the media and trade

Special reviews

Valencia city and the monuments

The Central Market, City of Sciences and the Night of Valencia as assets

The people involve with the events

The 32nd America’s Cup

But then, why here?

• Policies• Sports facilities• Budget and capability to work

together: we are more than I. • Will: we want it !

Volvo Ocean Race?

The Volvo Ocean Race and web 2.0 approach

The official site

But why here?.

And again, why here?

And again, why here?

F1 Grand Prix of Europe

joantxo@gmail.com / llantada_jua@gva.es

e-turismo.blogspot.comwww.comunitatvalenciana.com

Pictures: slideshare