This document provides information about Andorra and a proposed communication campaign to promote the country's seven peaks to the English market. Some key points: - Andorra is a small country located in the Pyrenees mountains between France and Spain, with a population of 80,000. Its main industries are tourism and duty-free shopping. - The communication campaign aims to enhance Andorra's image as a nature destination and introduce a new activity - hiking the seven highest mountains in each of Andorra's parishes. - A press trip is outlined to invite journalists from travel publications to experience the seven peak hike over seven days and promote the activity in their articles and blogs.

1. ANDORRA
By: Olivia Llagostera - Communication Management - 09.June.2010

2. 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 Catalan
Divided in 7 parishes:
• Andorra la Vella
• Escaldes - Engordany
• Canillo
• Ordino
• Encamp
• La Massana
• Sant Julià de Lòria

3. Introduction
Andorra’s Image at present: Skiing, duty free shopping
Creating a Communication campaign targeted to the English Market
Promote Seven Peaks of Andorra

4. Goals & Objectives
Goals
•Promote the Seven Peaks of Andorra
•Attract a new target
•Promote Spring and Autumn
Objectives
•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

5. Strategy
Seven Peaks of Andorra
To offer a unique experience of hiking the seven peaks of Andorra
Those 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

6. Target 1
Life Stage
•Age: 22 - 35
•Gender: Male and Female
•Income: C2 (skilled working class), C1 (Lower Middle
Class), 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

7. Target 2
Life 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

8. SWOT Analysis
Strengths Weaknesses
•Good weather •Small country
•Wide range of activities during Summer and •During high season it gets very crowded due to
Winter 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

9. SWOT Analysis
Opportunities Threats
•Promoting Spring and Autumn season in •Not easily accessible - No airport or Trains
Andorra •Many substitute destinations (Competitors)
•Top destination for holidays at least within
Europe
•Attract new markets (English)

10. Communication Measures
Message
Only 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

11. 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

12. Communication Measures
Press Trip
Journalists (Magazines) Invited:
Lonely Planet National Geographic Wanderlust Country Walking Trail
Dates & 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

13. Communication Measures
PRESS TRIP: ONE MOUNTAIN EVERYDAY
Program
Arrival Day - 05.09.2010
•Journalists will arrive in Barcelona, Spain
•A private bus will pick them up, and drive up to Andorra (3 hour
ride)
•Check in at the Hotel and Dinner
•Day 1 - 06.09.2010
9:00h Journalists should be ready to leave
10:00h Begin the Trek of “Bony de la Pica” in Andorra la Vella
13:00h Lunch break at the mountains
15:00h Arrive at the hotel and leisure time followed by an extra activity of choice*
20:30h Dinner at Pizzeria Angelo in Escaldes - Engordany

14. Communication Measures
Program
•Day 2 - 07.09.2010
9:00h Journalists should be ready to leave
10:00h Begin the Trek of “Pic de l’Estanyó” in Canillo
13:00h Lunch break at the mountains
18:00h Arrive at the hotel and rest
20:30h Dinner at Ca la Lydia in Pal for a “menjar muntanyenc” (Typical Andorran Cuisine)
•Day 3 - 08.09.2010
9:00h Journalists should be ready to leave
9:30h Begin Trek of the “Coma Pedrosa” in La Massana
13:00h Lunch break
19:00h Arrive at the hotel and leisure time
20:30h Dinner at the Hotel

15. Communication Measures
Program
•Day 4 - 09.09.2010
9:00h Journalists should be ready to leave
10:00h Begin the Trek of “Pic de la Serrera” in Ordino
13:30h Lunch break
18:30h Arrive at the hotel and relax
20:30h 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

16. Communication Measures
Program
•Day 6 - 11.09.2010
9:00h Journalists should be ready to leave
10:00h Begin the Trek of “Torre del Soldats” in Sant Julià de Lòria
13:00h Lunch break
20:00h Arrive at the hotel and leisure time
21:00h Dinner at the hotel
•Day 7 - 12.09.2010
9:00h Journalists should be ready to leave
9:30h Final trek of “Pic de la Portelleta” in Escaldes-Engordany
12:30h Lunch break
19:00h Arrive at the hotel
20:30h Dinner at the hotel

17. Communication Measures
Program
•Departure day - 13.09.2010
Journalists 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

18. Communication Measures
Extra Activities
Tobotronc Andorra
•Largest mountain slide in the world with a route of 5.300 meters.
Quad Safari
•Possibility to rent Quads in the mountains
Museums - 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 land
harvest and cattle raising were the economic basis of rural Andorran
society.
Sight Seeing
•Andorra la Vella or any of the other 7 parishes.

19. Thank you for your attention