Case Study Colombia
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Case Study Colombia

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TQC Agency is in charge of Colombia promotion on the French Market. This permits you to have a look on how communicate on this type of destination.

TQC Agency is in charge of Colombia promotion on the French Market. This permits you to have a look on how communicate on this type of destination.

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  • 1. THE CLIENT : PROEXPORT COLOMBIA TOURISM, FOREIGN INVESTMENT AND EXPORTS PROMOTION THE MISSION After 15 years of absence of the French market, Re launching of the destination… OUR AGENCY ACCEPTED THE CHALLENGE
  • 2. PROEXPORT COLOMBIA
    • Relaunch Colombia as a « tourism destination » on the French market
    • Promotion of the main campaign:
    • Dates of the campaign: May 2008 - 2012
  • 3.
    • Goals S4
    • Stakes S5
    • Solutions S6
    • Promotion BtoB S7
    • Public / Press Relations S8
    • Events S9-13
    • Results S14-16
    • Examples of publications obtained S17-27
    • TQC Agency S29-32
  • 4. Goals
    • B to B :
      • Re launch Columbia through the main French Tour Operators
      • lobbying with airline companies departing from France and flying to Columbia
    • B to C :
      • Adapt the baseline « Colombia, el riesgo es que no queria volver » to the French market « Colombie vous ne voudrez plus en repartir »
      • Introduce Columbia as a safe touristic destination, ready to welcome French tourists
      • Communicate on the activities and touristic experiences offered by the destination
      • Generate traffic on the website www.colombia.travel
  • 5. Stakes
    • Encourage tourism in Columbia and bring it back to a world class tourism destination
    • To change the misleading image that Columbia had for many years
    • To encourage an associative travel security mission including official and diplomat meetings to review the Travel Warning, allowing French citizens to visit the country according to the actual situation.
    «  L’amélioration des conditions de sécurité fait qu’aujourd’hui, les principales destinations touristiques de Colombie sont accessibles aux visites (…) La sécurité s’est considérablement améliorée dans de nombreuses zones du pays au cours des dernières années». France Diplomatie
  • 6. Solutions: 3 expertises   360°
  • 7. Promotion B to B
    • Key message of the campaign : « La Colombie, vous ne voudrez plus en repartir »
    • Official presentation of the destination to main tour operators and medias - at the Colombian Ambassador’s Residence in Paris
    • Organization of 2 fam trips for the product managers of the main French TO’s.
    • Organization of 1 fam trip for members of ATR ( Association du Tourisme Responsable)
    • Invitation to ANATO travel trade exhibition ( March 2010 and March 2011) for trade and media
    • Organization of Colombia presence at ILTM Travel trade fair in Paris in September 2009 and 2010.
  • 8. Public / Press Relations
    • Conception of a press kit and a quarterly newsletter
    • Conception, mailing and follow up of monthly press releases
    • Organization of a press conference for the Tourism Authorities
    Newsletter Online
  • 9. Events
    • Distribution of 100 000 Columbian roses in the streets of Paris, the 14th of July 2010 
    • Organisation of events :
      • at the Columbian Ambassador’s Residence in Paris to thank French tourism professionals as well as the medias
      • In “Les Salons du Louvre” during ILTM for travel agents, TO’s, and media
  • 10. Invitation for the Salsa Party organized for Proexport Colombia
  • 11. Invitation for the official opening of the Proexport Colombia Offices in Paris
  • 12. 100 000 roses offered to Parisians and visitors in Paris on the 14th of July 2010
  • 13. Booth at ILTM in Paris
  • 14. Results
    • 21 Tour Operators have confirmed the featuring of Columbia in January, 1st 2011
    • 203 articles dedicated to Columbia, touristic destination to be discovered on the main national medias: Le Nouvel Observateur, Le Point, Le Monde,…
    • One National television : 8 millions watchers; and one National radio
    • Nearly 30 millions of readers , listeners and viewers sensitized
    • 3,5 million Eur os in 24 months : estimation of the value of widespread media cover
    • Continuation of the mission of the agency TQC until 2012 to come along with the creation of a Parisian desk of PROEXPORT
      • Mission dedicated to the promotion of tourism and investment
      • PR campaign
      • Extension to social networks
  • 15.
    • 25 medias discovered Colombia during press trips, (15 individuals and 2 groups)
    • Negotiation of complimentary tickets, hotels and DMC services
    • Writing, mailing and follow up of 10 press releases and 10 bimonthly newsletters
    • Number of French visitors for the first semester 2010 : + 5 % compared to 2009
    • Coordination of the first participation to the International French Trade Market (IFTM) in 2009 - organisation of BtoB meetings and interviews on the Stand
    Results (Part 2)
  • 16. Publications Professional presse - tourism
    • Le Quotidien du Tourisme
    • FAQ le Quotidien du Tourisme
    • Tour Hebdo
    • Pros du Tourisme
    • Voyages et stratégies, …
    • Publications Professional press - investment
    • La Tribune
    • Les Echos
    • Commerce International, …
    Publications Consumer press
    • Le Monde
    • Le Point
    • Grands Reportages
    • L’Est Républicain
    • Lonely Planet
    • Désirs de Voyages
    • La Voix du Nord
    • Le Nouvel Observateur
    • L’Est Magazine
    • Ulysse
    • Marie Claire Maison
    • TF1
    • France Inter
    • A nous Paris, ...
    Professional Website
    • Pros du Tourisme
    Website
    • La tribune.fr
  • 17.
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  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
    •  
    Who we are ?
    •   TQC is a Marketing and Communication agency specialized in Tourism, with almost 20 years of experience on the French market. 
    • Our business : 
    • Helping our clients to take centre stage and ensuring that their message is carried far and wide to professionals in the tourist industry, the media and the French public
    • Creating tailored communication, promotional and marketing campaigns. 
    • Discover our full range of services in the fields of Press Relations, Public Relations, Marketing, Sales and Promotion, in addition to our services specially designed for the Social Media.
    • Our key strengths: 
    •   - Proximity: an agency which is neither too large nor too small, guaranteeing a close working relationship with our clients, the media and professionals.
    •   - Creativity: a constant source of new ideas, new contacts and new opportunities. 
    •   - Enthusiasm: we enjoy and are totally committed to our work, along with all of the surprises and experiences it brings us.
    • Our best “business card” is the success of our clients in the French market and their precious loyalty.
  • 30.
    • Foreign Tourism Offices
    • Dubai Department of Tourism and Commerce Marketing
    • Visit Iceland
    • Turismo de Portugal
    • Autoridad de Panama
    • Proexport Colombia (Colombia Tourism Board)
    • Yemen Tourism Promotion Board
    Clients 2011
    • Hotels
    • Casamundo
    • LE GRAY, Beirut
    • Luxe Worldwide Hotels
    • WORLDHOTELS
  • 31. Website : www.tqc.fr Blog : www.ettuttiquanti.fr Agence TQC 8, rue Médéric 75017 Paris - France Métro Courcelles Tel: +33 (0)1 47 66 63 37 Fax: +33(0)1 42 12 93 88 Email . [email_address] Contact Details
  • 32. Colombia, el riesgo es que no quieras quedar !