content that can be shared through Facebook and Flicker etc.. The content covers not only national information, but also the country’s many municipalities and regions. There are also microsites for tourist brands. A Spain application has also been created for iPhones: i-Spain. This tool is a big hit; in fact, three days after its launch, it had already reached the top ten free apps in the travel category, in terms of downloads.
campaigns, an online campaign and sport marketing. Spain’s numerous top athletes, some of whom have become true icons not only in the world of sport, but in society in general, are also being used as brand ambassadors in sport marketing. In particular, Turespaña has concluded four agreements to this effect. Under the slogan “We brought the lads from sunny Spain ... now pack your case, escape the rain!”, Liverpool FC, which features the top players on the Spanish national team and world champions Fernando Torres and Pepe Reina, will be promoting the Visit Spain brand in the realm of tourism and sports until the 2012 season. Visit Spain is also present in major Moto GP competitions and will be sponsoring the Spanish national basketball team between 2010 and 2014, as well as the World Basketball Championship, which is to be held in Spain in 2014. There is also a promotional agreement in place with the Royal Spanish Soccer Federation. Spain online A major part of Spain’s new marketing strategy is the presence of online media, which are growing in importance. In this sense, Spain has decisively entered the social networks and offers a comprehensive tourist information system on the new www.spain.info website and an iPhone application. With the slogan “Spain, a country to share”, Spain has been entering social networks such as Facebook and Twitter
to achieve participation and generate contents through apps such as “España es así” and “The Best Feeling Ever.” It has also created a fan page on Facebook, a microsite with specific content about the destination, and has a channel of its own on YouTube. The information on the new version of Spain’s official website www.spain.info is broken down into five main areas: Come (tourist destinations), Discover (cultural content), Enjoy (activities, sports, nature ...) Taste (cuisine) and Experience (agenda, events, parties, exhibitions ...), in addition to a trip planning tool. This website, available in five languages, has more than 400,000 pages of
The new campaign also includes special actions, all aimed at raising consumer awareness of the Spain brand. There are videos with world-famous Spanish celebrities who wish to collaborate in promoting their country as the best travel destination. Furthermore, street marketing campaigns have been organised to “Welcome” potential visitors to Spain in their own countries and communicate the country’s lifestyle and ambiance. Another street marketing action is entitled “Sharing Spain now”, a reference to the online campaign slogan. Turespaña’s strategy includes various co-marketing campaigns to promote the destination hand-in-hand with Spanish regions, regional organisations, supraregional brands, product clubs and private enterprise. They all have an interest in Spain maintaining its leadership in the travel sector and join forces to send Spain’s message worldwide: “Visit Spain”.
Special WTM · November 2010
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