Goal: deseasonalize

with

Mission

Highly linked to seasonal tourism, the Balearic capital seeks to reposition itself as an urban destination 365 days a year to attract tourists any time.
To this end, Palma is changing its tourist strategy, basing it on different strategic products: culture, sports, gastronomy and shopping.
Strategy:

Strategy

Executing the Palma 365 Foundation’s communication and public relations strategy in the domestic market since 2015. For this purpose, through the new strategy, it uses a communication plan based on different tools, including, among others:

Preparation of a schedule of press releases specific to the strategy
Sending of press releases and detailed follow-up
Continuous relationship with the media
Calls and press meetings
Accompaniment at trade fairs
Writing of speeches and articles
Newsletters

Results

Press releases. Drafting and sending of 64 press releases based on the strategic tourist products agreed to à average of 3 monthly press releases.
Nearly 500 publications in the media.
Advertising rating + €2,112,263 (about 100,000 Euros/month).
Press trips. Organisation of 12 press trips, including TVE, El Mundo, ABC, Hola Viajes, Traveler, Magazine ON…

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