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Tourism product development and marketing consulting. Scandinavia

Spanish travel consulting firm born out of successful development of low intensity tourism areas and their tourist businesses in North-Spain. The firm, Foöd & Travel Thinking, is expert in product development and marketing, concretely in the tourism around food, experential tourism and new technologies. Foöd & Travel Thinking advices now also in Latin America and seeks to offer their service also in Finland (or elsewhere in Europe) through Spanish-Finnish relationships consultant Oscar Fresán

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Tourism product development and marketing consulting. Scandinavia

  1. 1. Food & Travel Marketing 1
  2. 2. We do not remember days, we remember moments. Cesare Pavese (1908-1950) Italian Writer 2
  3. 3. 3 Food Tourism Food Marketing On line Gastronomic Influencers Street Marketing & Events Destination Management Destination Marketing Experiential Tourism Product Design Our Services
  4. 4. 4 Our Services Tourism area Spezialized advisory services Tailor-made strategic projects in tourism marketing for destinations and private business Experiential tourism product design. New tourists demand new products New distribution channels. Spezialized in e-commerce B2C & C2C Spezialized comunication and marketing. Taking profit of new technologies, internet, mobile marketing, social networks and above all influencers Education and training: professional development through the implementation of appropriate training and educational programs Food area Spezialized advisory services in food marketing an strategic marketing. Innovation programs for food industries, restaurant . Spezialized comunication and marketing. Taking profit of new technologies, internet, mobile marketing, street marketing, social networks and above all influencers and PR Education and training: training and educational programs designed for food companies in marketing skills.
  5. 5. 5 What are tourists looking for? What should we do to have more satisfied visitors? What should be the portfolio that best suits our potential visitors and contribute more to our differentiation as a destination? A Unique value proposition
  6. 6. 6 What is Experiential Tourism? Experiential tourism is an outgrowth of a global movement toward experiential learning, whereby people create meaning through direct experience.
  7. 7. From Storytelling To Storydoing
  8. 8. 8 The main objective of our programs is to attract diversified, profitable and multi-experiential demand, differentiating the destination or business from its competitors. Our work seeks to diversify supply, creating tangible, marketable experiential products and create added value for both the tourist and the industry. Increase profitability by generating business and engagement with the public by encouraging their prescription and their ability to attract new customer segments. Inspire changes in the environment to develop a sustainable tourism future and it rests on solid foundations that can be transformative of society to achieve a more prosperous future development.
  9. 9. 9 How do we make this happen? • In site works • Protection, signaling… • Information and services management • Public Relations • Advertising • Graphic materials • Promotions • Human & financial resources. • Attractions • Visitor services • Organizational capability • Protection • Marketing Assess the potential. Plan and organize. Prepare for visitors Market for Success
  10. 10. 10 Evolution from resources to experiences Resources Products Experiences
  11. 11. 11 Main resources for experiential tourism Gastronomy • Each destination has typical products and gastronomy, completely unique and differential • Gastronomy is linked to the land, to the history, to the culture and to the people • Our great moments and great memories in a trip are accompanied by food & drinks • It’s the most affordable way to have an experience in a destination
  12. 12. 12 Main resources for experiential tourism Nature • Unique natural experience that can only be lived in specific destinations • Familiar resources for locals are great experiences for tourists
  13. 13. 13 Main resources for experiential tourism Mindfullness • Silence as a tourist resource • Finding yourself in a unique natural environment which invites meditation • The attraction of not crowded places. Feeling as an explorer
  14. 14. 14 Main resources for experiential tourism Culture & traditions • International references • History and Stories, both are central • Avoiding prejudice and learning on the go • Taking part of the culture
  15. 15. 15 Main resources for experiential tourism People • The raw material of all experiential tourism product • Showing a way of life, a culture • Increasing country pride • Forming the best ambassadors for the destination
  16. 16. 16
  17. 17. 17 Destination marketing People • Communication from people to people • Modern mouth-ear communication: web 2.0 • Adapted to target: languages, culture… • In people we trust: influencers • SOLOMO: Social Local mobile
  18. 18. 18 Destination marketing Seducing • Great stories very well told: Storytelling • Destination lovers are the best ambassadors • Using modern technology: photography, video, web, social networks • But always oriented to people
  19. 19. 19 Destination marketing Sharing • Broadcast the information to reach more people • Social Media & Mass Media • Public relations, street marketing, bellow the line… Everything serves to communicate! • Branded content: An easy way to reach deep inside the heart of the costumers
  20. 20. They have trusted us
  21. 21. They have trusted us Client: Cluster Turístico de Santo Domingo Project: Development of new experiential touristic products Results: We are working with the main Cluster in Dominican Republic since June 2013 developing new products according with the new tourist demands. At the moment the project is in progress and we expect it to conclude in December 2014 with more than 20 new competitive experiential products involving tourist agents and also local people as an important part of this job. The program is financed by the Inter-American Development Bank.
  22. 22. They have trusted us Client: La Rioja Turismo Project: Marketing Direction Results: Our CEO has directed the marketing department of La Rioja tourism since 2001 earning numerous awards, citations and turning to La Rioja, an unknown region for many, a prime tourist destination, with growth in visitors and overnight stays of more than 15% year.
  23. 23. They have trusted us Client: Bed4u Hotels Project: Branding & Marketing Consultancy Results: Since 2013 we have worked to develop the branding and marketing of this chain "smart cost" especially in the digital field, creating strategic plans, campaigns and monitoring results and ROI from them.
  24. 24. They have trusted us Client: Talasoterapia Zelai Project: Branding & Marketing Consultancy Results: For this small hotel and spa located in a wonderful setting on the Basque coast, we have developed all the branding strategy, based on the concept "A pact with the sea." His seawater-based treatments offer the customer a "pact" to restore vitality and health through the food, a treat for the senses. The results were marked increases in overnight stays and, in addition, the average expenditure per visitor. It was possible to reverse the mediocre customer reviews on websites.
  25. 25. They have trusted us Client: Alma Hotels Project: Online marketing strategy Results: Following the opening of a new restaurant in the hotel, we designed for them the online marketing strategy: website design, production photography, video and content publishing, working with local, national and international influencers for positioning. The results were a marked improvement in the number of clients and the nomination by Tripadvisor of their hotel in Barcelona as the best hotel in Spain.
  26. 26. They have trusted us Client: Chile turismo Project: Wine Tourism Development Results: In 2002 we created a pre-project for the development of wine tourism in Chile. Although this country was a wine power had not yet implemented the organization of these resources for tourism. The project ultimately was not carried out but served to lay the foundations of an emerging tourist market.
  27. 27. They have trusted us Client: Reyno Gourmet Navarra Project: Creativity and marketing Consultancy Results: For the brand of quality food of Navarra Government we have created diverse campaigns and actions to increase brand awareness, educate consumers on the importance of consuming products from certified origin and increase sales of these products. Right now this brand is fully consolidated with considerable success, especially in the field of social media and influencers which is where most have we worked.
  28. 28. They have trusted us Client: Grupo Comess: Lizarran, Cantina Mariachi, Real Café Bernabeu, Rock & Ribs… Project: Marketing on line Results: For these restaurant chains clustered in Comess Group we have developed for two years (2011-2012) the online marketing strategy and the editorial content for social media and website, including promotions and contests, photography, review management, deal with influencers an ROI control for the different brands of the corporation.
  29. 29. They have trusted us Client: Nerja Touristic Cave Project: Project to improve the visit Results: In response to conservation issues that had the cave due to the massive tourist visits made in recent years, a comprehensive strategic plan was developed to improve the visit with media and prepare an appeal for a partial closure of the cave, keeping the tourist resort but ensuring their sustainable future.
  30. 30. They have trusted us Client: Consorcio Turístico de Tierra Estella (Navarra) Project: Branding and Route developments Results: For this group of tourism businesses in a region of Navarra we implemented brand to tourism signage and the creation of various marked hiking trails.
  31. 31. Thanks! +34 606 974 589 +34 948 143 022 P/ Sancho Abarca 2. E-31214 Pamplona (Spain) @Foodtravelthink @Puytri