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    Andorra Andorra Presentation Transcript

    • ANDORRA By: Olivia Llagostera - Communication Management - 09.June.2010
    • Background• Located in the eastern Pyrenees Mountains • 10.2 million visitors annually - Duty free status• Area of 468 km2 • Important tourist destination in Europe• Population of 80.000 • Major ski resorts• Official Language is CatalanDivided in 7 parishes: • Andorra la Vella • Escaldes - Engordany • Canillo • Ordino • Encamp • La Massana • Sant Julià de Lòria
    • IntroductionAndorra’s Image at present: Skiing, duty free shoppingCreating a Communication campaign targeted to the English MarketPromote Seven Peaks of Andorra
    • Goals & ObjectivesGoals•Promote the Seven Peaks of Andorra•Attract a new target•Promote Spring and AutumnObjectives•Enhance Andorra’s image of nature•Create awareness of the Country•Reinforce the image of Andorra within the English Market•Making it the first choice for weekend / holiday destinations for the English Market
    • Strategy Seven Peaks of AndorraTo offer a unique experience of hiking the seven peaks of AndorraThose who participate receive an accredited Diploma Highest mountain in each Parish • Pic de l’Estanyó - 2915 mts - 5h 25 min • Alt del Griu - 2874 mts - 4h 15 min • Pic de la Serrera - 2913 mts - 5h 50 min • Pic de Coma Pedrosa - 2942 mts - 6h 5 min • Bony de la Pica - 2789 mts - 3h 30 min • Torre dels Soldats - 2761 mts - 8h 10min • Pic de la Portelleta - 2905 mts - 8h 15 min
    • Target 1Life Stage•Age: 22 - 35•Gender: Male and Female•Income: C2 (skilled working class), C1 (Lower MiddleClass), B (Middle Class)•Occupation: Students or first jobs•Nationality: British•Personality: Open mind, adventurous, experimentive•What countries do they travel to? Italy, Nepal,Africa, South America, New Zealand, India Lifestyle •Activities: Skiing, Snowboarding, Swimming, Hiking, Rock Climbing, Running, extreme sports, Bun-jee jumping •Interests: Mountains, friends, traveling, movies •Read: National Geographic, Lonely Planet, Travel Blogs & Websites Drivers •Nature, outdoors, difference, risk, experimentation, discovery
    • Target 2Life Stage•Age: 35+•Gender: Male and Female•Income: C1 (Lower Middle Class), B (Middle Class), A(Upper Middle Class)•Occupation: Anything•Nationality: British•Personality:Open mind, knowledge, new experiences•What countries do they travel to? South America,New Zealand, Canada, Switzerland, Africa, Nepal Lifestyle •Activities: Skiing, Swimming, Hiking, Running •Interests: Traveling, the outdoors, sports and Family •Read: National Geographic, Travel websites and Blogs, the Times, the Guardian Drivers •Nature, outdoors, difference, experimentation, discovery, challenge
    • SWOT AnalysisStrengths Weaknesses•Good weather •Small country•Wide range of activities during Summer and •During high season it gets very crowded due toWinter tourists•Status heaven, therefore attracting many tourists •Traffic jams and large circulation of people•Languages (Spanish, Catalan, French) •Many construction sites everywhere - Looses its•Skiing resorts charm
    • SWOT AnalysisOpportunities Threats•Promoting Spring and Autumn season in •Not easily accessible - No airport or TrainsAndorra •Many substitute destinations (Competitors)•Top destination for holidays at least withinEurope•Attract new markets (English)
    • Communication MeasuresMessageOnly country offering a tour to climb the highest peaks in a short period of time.No previous experience necessary“Challenge yourself to a new adventure” Tools & Actions •Press trip •Printed Advertisements •Online Communication
    • Communication Measures Online Communication Offline Communication •Online Magazines •Printed Advertisements timesonline.com Traveler Magazine Lonely Planet Magazine •Websites & Blogs Wanderlust exodus.com Country Walking Traveler magazine Blog Trail
    • Communication MeasuresPress TripJournalists (Magazines) Invited: Lonely Planet National Geographic Wanderlust Country Walking TrailDates & length of Press Trip Hotel Accommodation•September 2010 (Autumn) •Sports Village Hotel, Soldeu.•Good climate •Southern slopes of the Envalira Valley•Duration of 7 days•Sunday 5th September - Monday 13th of September 2010
    • Communication Measures PRESS TRIP: ONE MOUNTAIN EVERYDAYProgramArrival Day - 05.09.2010•Journalists will arrive in Barcelona, Spain•A private bus will pick them up, and drive up to Andorra (3 hourride)•Check in at the Hotel and Dinner•Day 1 - 06.09.20109:00h Journalists should be ready to leave10:00h Begin the Trek of “Bony de la Pica” in Andorra la Vella13:00h Lunch break at the mountains15:00h Arrive at the hotel and leisure time followed by an extra activity of choice*20:30h Dinner at Pizzeria Angelo in Escaldes - Engordany
    • Communication MeasuresProgram•Day 2 - 07.09.20109:00h Journalists should be ready to leave10:00h Begin the Trek of “Pic de l’Estanyó” in Canillo13:00h Lunch break at the mountains18:00h Arrive at the hotel and rest20:30h Dinner at Ca la Lydia in Pal for a “menjar muntanyenc” (Typical Andorran Cuisine)•Day 3 - 08.09.20109:00h Journalists should be ready to leave9:30h Begin Trek of the “Coma Pedrosa” in La Massana13:00h Lunch break19:00h Arrive at the hotel and leisure time20:30h Dinner at the Hotel
    • Communication MeasuresProgram•Day 4 - 09.09.20109:00h Journalists should be ready to leave10:00h Begin the Trek of “Pic de la Serrera” in Ordino13:30h Lunch break18:30h Arrive at the hotel and relax20:30h Dinner at Cal Tonet for an “Arroç de Muntanya” (Mountain rice) •Day 5 - 10.09.2010 9:00h Journalists should be ready to leave 10:00h Begin Trek of “Alt del Griu” in Encamp 12:30h Lunch break 17:00h Arrive at the hotel and leisure time 20:30h Dinner at Pessons, located in Grau Roig
    • Communication MeasuresProgram•Day 6 - 11.09.20109:00h Journalists should be ready to leave10:00h Begin the Trek of “Torre del Soldats” in Sant Julià de Lòria13:00h Lunch break20:00h Arrive at the hotel and leisure time21:00h Dinner at the hotel•Day 7 - 12.09.20109:00h Journalists should be ready to leave9:30h Final trek of “Pic de la Portelleta” in Escaldes-Engordany12:30h Lunch break19:00h Arrive at the hotel20:30h Dinner at the hotel
    • Communication MeasuresProgram•Departure day - 13.09.2010Journalists will be driven to Barcelona in order to catch their plane. * Possibility to leave earlier if they are not willing to hike up to the top. They can also choose not to go and extra activities will be provided for them
    • Communication MeasuresExtra ActivitiesTobotronc Andorra•Largest mountain slide in the world with a route of 5.300 meters.Quad Safari•Possibility to rent Quads in the mountainsMuseums - Casa Rull•The most important house in La Massana•Dates from the 17th Century.•Takes visitors back in the 19th and early 20th Century when landharvest and cattle raising were the economic basis of rural Andorransociety.Sight Seeing•Andorra la Vella or any of the other 7 parishes.
    • Thank you for your attention