Marketing en islas baleares

BALEARIC ISLANDS TOURISTIC MARKETING

2011
By: Jesús de Naz. Rengel García

Introduction to the marketing reclaims to the Balearic Islands, which campaign are they implemented in the actuality for the next three years and try to explain the abroad promotion.

BALEARIC ISLANDS TOURISTIC MARKETING

2011

Summary
1. Introduction 2. Touristic Logo 3. Balearic Islands Tourism Agency (ATB)3.1. ATB areas 3.2. Touristic promotion aims 3.3. Touristic quality aims 3.4. Quality and training in time of crisis 4. General advertising campaign 4.1. The actual advertising campaign 4.1.1. Golf tourism 4.1.2. Sailing tourism 4.1.3. Gastronomic Tourist 4.1.4. Business and meetings tourism 4.1.5. Nature tourism 4.1.6. Cycle Tourism 4.1.7. Cultural Tourism 4.2. Cultural Tourism campaign:Balearic Cultural Tours 4.3. Tourism representative: Rafael Nadal 5. Abroad Promotion 5.1. Turespaña 5.2. The Spanish tourist office abroad 5.3. Collaboration and events 6. Web Sites

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BALEARIC ISLANDS TOURISTIC MARKETING

2011

1. Introduction
Is a challenge and an honour for me can make an analysis from the marketing and the tourism promotion from Mallorca. I’ll use Balearic Island becauseMallorca can be too confused if we talk about the different Islands, and they do the promotion like one organism. I’ll try in the next pages write about the tourism in Balearic Islands, why is one of the most important places for the European Tourism and what are they doing in the actuality for improve and continue being a first class destination. It’s important for this task, to point that theBalearic Islands are a mature destination, then it improves slowly and the massive tourism is a handicap for the Quality. The prices need go down, also increased for the world crisis, the tourist spend less money, and the all inclusive hotels make really difficult that the shops and the restaurant survive. Also an important part of my analysis will be an introduction to the marketing reclaims to theBalearic Islands, which campaign are they implemented in the actuality (normally during three years) and finally I’ll try to explain the abroad promotion. This last point is something difficult because I need talk about “Turespaña” a public organism that is responsible of the Spanish abroad promotion and every campaign of every region of the country need to be accepted for them and they take theresponsibility of the organization.

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BALEARIC ISLANDS TOURISTIC MARKETING

2011

2. Touristic Logo
The Balearic Islands are an Islands group (Archipelago) where the main Island is Majorca, and in the rest of the world, normally they called Majorca to this group. For that sometimes for the estrangers is difficult to know which differences are between Majorca and the Balearic Islands,and it’s a problem when you want promote the other islands. They have a flag and also a govern logo, but are unfamiliar for the people, and the logo must be something easy to remind and that the people recognize quickly.
1: Balearic Islands Flag.

That’s the reason why was necessary to try introduce a new logo to unify the tourism image around the world. The Balearic Islands are five: Majorca,Menorca, Ibiza, Formentera and Cabrera.
2: Balearic Islands Govern Logo

Cabrera is not so touristic, and the Balearic Govern want its preservation because is a natural place, for that they introduce a Logo for every island except Cabrera, and another one for all the Balearic Islands together. Every Logo has the same colours and the same distribution, it’s like a rainbow with four colours:Green, yellow, red and blue. They have a mean. The green is the nature, the yellow the sun, the red for the sand and blue for the sea water. Over these colours is write in black the name of every island.

3: Tourism Logos

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BALEARIC ISLANDS TOURISTIC MARKETING

2011

3. Balearic Islands Tourism Agency (ATB)
The last year the Balearic Islands govern thought that was necessary to reform...