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

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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