2. KaiXo
Fundamental Problem
Travellers haven’t found travel experiences which satisfies their needs.
Identified needs:
We have interviewed to the following organizations and we have identified from the
learning on our potential customers that:
-We need to build Personalized Programs. Depending on the customer profile we address,
the program should have more intensity in a feature or in another.
-Price can become the main characteristic. These is more highlighted in universities.
-Segments have different ways to communicate, each segment has to have their own
channels and communication skills.
3. KaiXo
KaiXo’s Description
Our mission
In response to our commitment to restore and develop the Basque culture and because of the
knowledge and experience we have achieved to do so, we propose to offer a solution of Basque
cultural tourism.
“Spread basque culture identity all over the world through travel Desinging and offering
basque culture based travel experiences through which the travellers intend to widen their
knowledge and acquire deep understanding of minority cultures.”
4. KaiXo
Strategic Goals
Basque Culture Tourism
Awaken foreigner’s interest for learning and discovering
the origin and evolution of our language.
Develop and pass on knowledge and experiences that
help as spreading our culture identity abroad.
Cultivate the atmosphere which favoures the exchange
of people’s custom, tradition and way of life.
5. KaiXo
Value proposition
KaiXo Basque Tourism Agency= Cultural Heritage Tourism
Basque: As particular interpretation of ethnic and identity tourism of a culture. Understanding
as an alive culture: Tradition + Modernity.
Educational: Intellectual motivations with deep learning/acquisition of knowledge that
increases the profit of experiences.
Experiential: Participatory experiences to transform them into something memorable.
Human: As a place for encounter and dialogue between people by generating an emotional
connection.
Human Contact
Experiences
Intellectual motivation ¡¡innovative!!
6. KaiXo
Program prototype
KaiXo develops cultural travel programs for groups interested in learning Basque cultural Identity.
From the map of cultural events, to our knowledge, defines Basque culture will design programs
capable of transmitting knowledge and providing extraordinary experiences for visitors.
This program will have the right mix of information and experience, and will include the
participation of members of the group experts and his extensive and valuable network of relationships.
KaiXo programs may be:
On demand: in an initial phase, we will consider the characteristics and interests of the visiting group
to design a program that meets your needs more clarifiers knowledge and experiences more rewarding
for each individual case.
Predesigned: subsequently, and without leaving customized programs, we will have more knowledge
to establish fixed programs to which any interested party may join individually.
7. KaiXo
Team
We are a cultural association that through its history and experimentation and learning of their
people, has accumulated a deep knowledge of Basque culture. And in particular, the years of
experience support our remarkable ability to recover and develop our culture.
KaiXo develops cultural travel programs for groups interested in learning Basque cultural
Identity. From the map of cultural events, to our knowledge, defines Basque culture will design
programs capable of transmitting knowledge and providing extraordinary experiences for
visitors.
This program will have the right mix of information and experience, and will include the
participation of members of the group experts and his extensive and valuable network of
relationships.
9. 1. Development of travel
programs on Basque
cultural heritage for
groups interested in
learning Basque cultural
identity.
2. Cultural Heritage
Tourism:
- Basque: As a particular
interpretation of an ethnic
or cultural identity.
Understood as a living
culture: Tradition &
Modernity.
3 Educational: deep 1. Direct Channel:
learning to enrich Website, Social Media, Travelers
customer's experience. Magazines, Specialized Blogs, Incoming
Tourism Website, Basque communities
4.Experiential and abroad, Tourism Trade Fair
participatory experiences
to transform them into 2. Indirect Channel:
something memorable. Incoming Travel Agencies in The
Basque Country, Niche Travel Agencies
5. Human: As a place for (Cultural), Foreing Tour Operator State
encounter and dialogue Foreing and Trade institute, Basque
between people by Convention Bureau, International
generating an emotional Exchange Programs, Basque lectures
connection abroad, Business Schools
10. KaiXo
Marketing Strategies
Channels:
Social Media
Google Adwords
Travelers Magazines
Specialized Blogs
Incoming Tourism Website
Basque communities abroad
Tourism Trade Fair
Incoming travel agencies in the Basque Country
Retail travel agencies in the country of origin: UK and France
Foreign Tour Operators: UK and France
Public Tourism Organization of the Basque Country: Basque Tour
Spanish Public Tourism Organization: Turespaña
International Exchange Programs
Basque Lectures Abroad
Business Schools
11. KaiXo
Google Adwords
We are to open a google adwords campaign to bring traffic to our site. This campaign will be
segmented in order to basque interests and cultural interests, so we get to our potential
consumers.
The invest that we will be made is around 50 euros throught out a week.
12. KaiXo
Social Media
FACEBOOK. We are going to open a facebook fan page, as people don’t know us we have to
pay advertising on facebook to get traffic to our fan page. Our fan page is going to link to our site
in each picture, in the info about us, in our wall, so people can come visit our site.
The advertising campaign on Facebook, we will invest 15 euros telling people to come and join
our fan page. This will last for a week. This will be segment by interest on culture and travels.
As we are new on facebook, we are going to start following pages as Travel magazines, Culture
magazines, Culture and Travel initiative and so on. So we can write in their walls and invite them
first to our website and then to our fan page.
TWITTER. As on facebook we will open a twitter profile, prepare with the info and links we
need to bring them to our site. Also we will teet with mentions to invite Travel and/or cultural
magazines, Travel/cultural Initiatives and so on, to our site.
13. KaiXo
Travelers Magazines
We will email to all the writers and workers of these type of magazines so we can invite them to
visit our site by a video edited and presented by us. We have to do a great effort to get those
emails opened.
14. KaiXo
International Exchange Programs
and Basque Lectures Abroad
As we have planed with Travelers Magazines, we will email the group of persons responsible of
this Programs, so we can invited them to visit our site.
We also will ask them to publish our initiative in their newsletters so we can have the feedback of
their subscribers
15. Business Schools KaiXo
We are going to follow the same strategic, email the group of professionals that are behind and
invite them to visit our site.
16. KaiXo
Specialized Blogs
Choose the five most important travel and culture blogs and publish banner ads.
Get in touch with twenty bloggers related to culture, travel and specific discipline. Show them our
project and manage to publish a post about KaiXo.
Advertise KaiXo in some interesting blogs through promoted posts.
Get in touch with journalists, who have a blog about travel or culture and work in international
media, and show KaiXo. Invite them to register on our website if they are interested in taking part
in the Blog Trip that we are going to organize.
Take an active part in different blogs through comments.
17. KaiXo
Incoming Tourism Website
Send an email with the KaiXo’s presentation and manage to publish information about our
project on its newsletter.
Manage to appear in these website as recommendation to get to know Basque Country.
18. KaiXo
Basque Communities abroad
Send an email and the KaiXo’s presentation to Basque communities abroad.
Organize a video conference with the Basque associations abroad and the Basque centers so as to
explain members of these organizations our project.
Invite Basque centers representatives to register on our website if they are interested in taking part
in the package tour that we are going to organize.
Ask administrator of Official Basque Centers website for publishing our project.
19. KaiXo
Tourism Trade Fair
Attend Tourism Trade Fair to make contacts. Manage to visit our website the visitors and
exhibitor.
Advertisiments in the magazine of Tourism Trade Fair.
20. KaiXo
Incoming travel agencies in the Basque country
Conduct mailing campaigns to incoming agencies in the Basque Country inviting them to
leave their email in exchange for receiving an invitation to our opening event.
Face to face visits to incoming agencies in the Basque Country: Introduce our site and
encourage them to visit it in case they want to obtain an invitation to our opening event.
21. KaiXo
Retail travel agencies in th country of
origin: UK, France.
Phone call to selected travel agencies (experienced in organising cultural trips or specialised
in the Basque Country) and introduce ourselves. Once they know a bit of us, let them know
about our opening event and invite them to register in our site in case they would like to
follow it online. Support our phone call with an email afterwards.
Invite these companies to be our friends in our Facebook fan page.
Encourage them to participate in the Facebook raffle of an orientation trip to the Basque
Country.
22. KaiXo
Foreign tour operator
Phone call to tour operators specialised in cultural trips to introduce our project. Invite
them to leave their contact details in our site in case they are willing to receive our visit to
know each other. Example: Martin Randall Travel: http://www.martinrandall.com/
23. KaiXo
Public tourism organization of the
Basque Country: Basquetour
Create an article to request it´s publication in the monthly guide "Disfrutar de Euskadi ".
Encourage Basquetour to visit our website and let the e-mail to continue receiving our articles.
Participate in all Basque Government's social profiles by posting a call to action: visit our page.
These are the channels:
Basque Country thematic YouTube channel.
“viajando por Euskadi” forum.
Mailing volunteering to host the next fam trip or press trip they promote ( the government).
Let them know that if they are interested they can leave their email at our site and we will
contact them.
Perform tracking where the Basque Government advertises and put there a banner that links to
our website.
Send a company video presentation where it's indicated that for more information they can
leave their email on the web to receive more info.
Participar en la comunidad virtual de embajadores de Euskadi proponiendo planes en nombre
de Kaixo (http://www.euskadisaboreala.es/es/) enlazando a nuestra web.
Participate in the virtual community of "ambassadors of the Basque Country"
(http://www.euskadisaboreala.es/es/) suggesting things to do and see in the Basque Country.
Publish all our suggestions with a link to our website.
24. KaiXo
Spanish public tourism organization:
Turespaña (Instituto de turismo de España)
Emailing volunteering to host the next fam trip or press trip arranged by Turespaña in the
Basque Country. Let them know that if they are interested they can leave their email at our site
and we will contact them.
25. KaiXo
Feedback Analysis
Google Analytics
KPI’s
Google Adwords Rates
Facebook Advertise Rates
Google Analytics
This tool will help us to prove if we woke up an interest on our potential consumers.
We will focused on:
Unique visitors
Rebound Rate
KPI’S
This indicators will help us to know the feedback that we are going to have out of our website (off line).
-Number of phone calls (with the aim to get more info)
-Number of mails answered
-Number of messages left on our fan page or Twitter account
