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MARKETING SPAIN IN TIMES OF AUSTERITYSOCIAL TRAVEL MARKET
INDEX1. Ten commandments of country branding2. Spain’scurrent marketing strategy3. I needSpain: ouradvertisingcampaign4. B...
TEN COMMANDMENTS       OFCOUNTRY BRANDING
Ten Commandments of Country Branding A COUNTRY IS A BRAND…In fact, people are brands as well                              ...
Ten Commandments of Country Branding …BUT A COUNTRY BRANDIS OWNED BY CONSUMERS,    NOT GOVERNMENTS      Surprise, surprise...
Ten Commandments of Country Branding           CREATE A   LONG TERM STRATEGY     No strategy, no results                  ...
Ten Commandments of Country Branding     DIFFERENTIATE    FOCUS ON 1 OR 2   MAIN FEATURES ONLY      Avoid trying to sell  ...
Ten Commandments of Country Branding            FOCUS ON EMOTIONS        From USP to ESP*Become an emotional country Brand...
Ten Commandments of Country Branding       CREATE A STORYStorytellingis the most powerful     way of communication        ...
Ten Commandments of Country Branding       CREATE A STORYIn a visual world, words are more       powerful than images     ...
Ten Commandments of Country Branding        CREATE A STORYForget logos (people don’t see logos)   and turn slogans into an...
Ten Commandments of Country Branding                CONTENTIS KING…              Inspire people to create                 ...
Ten Commandments of Country Branding   …BUT ONLY RELEVANT     CONTENT IS KINGCommunicate only what interests       your au...
Ten Commandments of Country BrandingDIGITAL MARKETING IS NOTAN OPTION, SOCIAL MEDIA     IS NOT A TREND     Design a 360°, ...
Ten Commandments of Country Branding   IN TIMES OF SCARCITY     BIG IDEAS REPLACE       BIG BUDGETS… THINK OUT OF THE BOX!...
Spain’scurrent marketing     strategy
Spain’s current marketing strategy    THE CHALLENGE     HOW TO COMMUNICATE      A RELEVANT MESSAGE  TO A FRAGMENTED AUDIEN...
Spain’s current marketing strategy     STORYTELLING
Spain’s current marketing strategy         I NEED SPAINA MESSAGE THAT COMES FROM THE CONSUMER: IT FOCUSES ON THEIRPERSONAL...
Spain’s current marketing strategy
Spain’s current marketing strategy
We also investedin co-marketing
Co-marketing and strategic partnering
BRANDEDCONTENT
Branded content        ZINDAGI NA        MILEGI DOBARA
Branded content                  MTV                  FIX YOU
BRANDAMBASSADORS
Brand ambassadors         REAL MADRID
Brand ambassadors
Brand ambassadorsSPANISH NATIONAL BASKETBALL TEAM
Brand ambassadors
Brand ambassadors
Brand ambassadors
ONLINESTRATEGY
Online StrategyUSER GENERATED CONTENT    SPAIN ADDICTS
Online Strategy        www.ineedspain.com
Online Strategy                  UK
MULTIPLATFORM,MULTICHANNEL STRATEGY
Multiplatform, multichannel strategy                             SOCIAL                          NETWORKS
THE FACEBOOK TRAP:   HIGH VOLUME, LOW ENGAGEMENT
Multiplatform, multichannel strategy                                  UK:                                 Focus on        ...
Multiplatform, multichannel strategy                               APPS                              iSpain               ...
Multiplatform, multichannel strategy
WHAT COMES NEXT?FROM CMO TO CCO (CHIEF CONTENT OFFICER)              FLASHMOBS         GUERRILLA MARKETING              BL...
MAKING THE MOST OF   SOCIAL MEDIA
YouTube    Original viral video:http://youtu.be/phB5gSD7            -10                             Burger King makes the ...
FacebookSomeone named Thomas Cook is not happy with the burden of the name, andcontacts Thomas Cook the tour operator thro...
SOCIAL NEWS HUBwww.spain.info/uk/socialnewshub
¡MUCHAS GRACIAS!            Find us at:           @Spain_inUK    www.facebook/SpaininUK  www.spain.info/uk/socialnewshub  ...
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Spain social travel market

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  • CONTÁNDOLES ALGO QUE INTERESE. LA MARCA TIENE UNA HISTORIA, PRESENTA UN CONTENIDO EMOCIONAL
  • SIENDO LOS PROPIOS USUARIOS QUIENES COMPARTEN Y TRANSMITEN ESE MENSAJE: EL USUARIO COMO CANAL Y GENERADOR DE CONTENIDO. MAYOR FIABILIDAD.
  • Transcript of "Spain social travel market"

    1. 1. MARKETING SPAIN IN TIMES OF AUSTERITYSOCIAL TRAVEL MARKET
    2. 2. INDEX1. Ten commandments of country branding2. Spain’scurrent marketing strategy3. I needSpain: ouradvertisingcampaign4. Brandedcontent5. Brand ambassadors6. Online strategy7. What comes next?
    3. 3. TEN COMMANDMENTS OFCOUNTRY BRANDING
    4. 4. Ten Commandments of Country Branding A COUNTRY IS A BRAND…In fact, people are brands as well 1
    5. 5. Ten Commandments of Country Branding …BUT A COUNTRY BRANDIS OWNED BY CONSUMERS, NOT GOVERNMENTS Surprise, surprise!A brand is what your customers think of you 2
    6. 6. Ten Commandments of Country Branding CREATE A LONG TERM STRATEGY No strategy, no results 3
    7. 7. Ten Commandments of Country Branding DIFFERENTIATE FOCUS ON 1 OR 2 MAIN FEATURES ONLY Avoid trying to sell everything to everybody Segment, Target, Position 4
    8. 8. Ten Commandments of Country Branding FOCUS ON EMOTIONS From USP to ESP*Become an emotional country Brand (Brazil, Italy, Spain)Unique Selling PropositionEmotional Selling Proposition*TMRaul Peralba 5
    9. 9. Ten Commandments of Country Branding CREATE A STORYStorytellingis the most powerful way of communication 6.1
    10. 10. Ten Commandments of Country Branding CREATE A STORYIn a visual world, words are more powerful than images 6.2
    11. 11. Ten Commandments of Country Branding CREATE A STORYForget logos (people don’t see logos) and turn slogans into anthems 6.3
    12. 12. Ten Commandments of Country Branding CONTENTIS KING… Inspire people to create your own content: UGC* are the new ads*User Generated Contents 7
    13. 13. Ten Commandments of Country Branding …BUT ONLY RELEVANT CONTENT IS KINGCommunicate only what interests your audience From push to pull strategies 8
    14. 14. Ten Commandments of Country BrandingDIGITAL MARKETING IS NOTAN OPTION, SOCIAL MEDIA IS NOT A TREND Design a 360°, seamless on-off campaign 9
    15. 15. Ten Commandments of Country Branding IN TIMES OF SCARCITY BIG IDEAS REPLACE BIG BUDGETS… THINK OUT OF THE BOX!! 10
    16. 16. Spain’scurrent marketing strategy
    17. 17. Spain’s current marketing strategy THE CHALLENGE HOW TO COMMUNICATE A RELEVANT MESSAGE TO A FRAGMENTED AUDIENCE IN A SATURATED ENVIRONMENT WITH LIMITED RESOURCES?
    18. 18. Spain’s current marketing strategy STORYTELLING
    19. 19. Spain’s current marketing strategy I NEED SPAINA MESSAGE THAT COMES FROM THE CONSUMER: IT FOCUSES ON THEIRPERSONAL EXPERIENCES & STORIES
    20. 20. Spain’s current marketing strategy
    21. 21. Spain’s current marketing strategy
    22. 22. We also investedin co-marketing
    23. 23. Co-marketing and strategic partnering
    24. 24. BRANDEDCONTENT
    25. 25. Branded content ZINDAGI NA MILEGI DOBARA
    26. 26. Branded content MTV FIX YOU
    27. 27. BRANDAMBASSADORS
    28. 28. Brand ambassadors REAL MADRID
    29. 29. Brand ambassadors
    30. 30. Brand ambassadorsSPANISH NATIONAL BASKETBALL TEAM
    31. 31. Brand ambassadors
    32. 32. Brand ambassadors
    33. 33. Brand ambassadors
    34. 34. ONLINESTRATEGY
    35. 35. Online StrategyUSER GENERATED CONTENT SPAIN ADDICTS
    36. 36. Online Strategy www.ineedspain.com
    37. 37. Online Strategy UK
    38. 38. MULTIPLATFORM,MULTICHANNEL STRATEGY
    39. 39. Multiplatform, multichannel strategy SOCIAL NETWORKS
    40. 40. THE FACEBOOK TRAP: HIGH VOLUME, LOW ENGAGEMENT
    41. 41. Multiplatform, multichannel strategy UK: Focus on engagement SOCIAL NETWORKS
    42. 42. Multiplatform, multichannel strategy APPS iSpain + IneedSpain
    43. 43. Multiplatform, multichannel strategy
    44. 44. WHAT COMES NEXT?FROM CMO TO CCO (CHIEF CONTENT OFFICER) FLASHMOBS GUERRILLA MARKETING BLOGGERS
    45. 45. MAKING THE MOST OF SOCIAL MEDIA
    46. 46. YouTube Original viral video:http://youtu.be/phB5gSD7 -10 Burger King makes the most of it: http://youtu.be/d4j1BBo R_Bw
    47. 47. FacebookSomeone named Thomas Cook is not happy with the burden of the name, andcontacts Thomas Cook the tour operator through Facebook… Thomas Cook Lowcostholidays jumps in neglectsanopportunity by and makes the most of it notadapting Thomas Cook in Paris, finally “Lowcostholidays scores a social media coup, while Thomas Cook scrambles to respond”, Tnooz October 17, 2012
    48. 48. SOCIAL NEWS HUBwww.spain.info/uk/socialnewshub
    49. 49. ¡MUCHAS GRACIAS! Find us at: @Spain_inUK www.facebook/SpaininUK www.spain.info/uk/socialnewshub www.ineedspain.com www.spain.info www.youtube.com/spain
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