We improve the positioning of active tourism destinations by optimising the descriptions of digital routes and GPS tracks through the creation of profiles on leading websites and on the most popular route-planning, training and outdoor navigation applications in each target market.
Directors and marketing technicians of tourism departments and tourist boards, organisations and companies.
What do we do?
-We optimise the content and GPS tracks of the hiking, cycling and outdoor sports routes of each destination and organisation. We create profiles and publish content on the most popular outdoor sports route websites and applications in each market.
–We create content on cycling, hiking and sports in nature, if you do not already have it. We create the tracks of the routes, itineraries and climbs to mountain passes (descriptive texts, technical information, labels, geolocated photos, video of the routes, places of interest-POI, etc.).
-We promote your destination. We create a marketing and communication plan to improve your image as a sports destination and help your business increase visitor numbers through promotional and commercial actions.
Why we do it?
-Because cycling and active tourists are heavy users of the internet and of outdoor route and navigation websites and apps throughout the entire customer journey (before, during and after the trip).
-Because it is not enough to make routes and tracks available to download exclusively in Spanish on the company website or only on the Wikiloc platform. They must be in the language of the outbound market, they must be present on its platforms and they must be search engine optimised in order for customers to find them.
–Because the internet is full of great content on outdoor sports in destinations, created by anonymous visitors, specialised media outlets, companies, digital influencers, professional runners, etc., that is just waiting to be used in the marketing and communication actions of destinations. .
How we do it?
1. Initial audit:
-Pre-selection of the type of routes and markets to be optimised (road cycling, MTB, cycling, hiking, trail running, climbing, etc.).
–Audit of the current status of the routes on the main websites and apps (texts, descriptions, multimedia content, reviews, files to download tracks, etc.).
-Optionally, we also analyse your digital identity as a sports destination.
–Content analysis and statistical analytics on official websites and channels (website, blog, etc.).
–Analysis of search engine positioning as a cycling destination (SEO).
–Audit of outdoor content generated by third parties (UGC, individuals, media, companies, consumer motivators, influencers).
–Identification of creators of relevant content for communication and digital PR actions.
–Audit of the current status of POI (points of interest): resources, attractions, businesses, routes, events, etc.) on the main mapping and outdoor routes websites.
–Audit of the most popular routes in the destination using the analytical tools of the routes and performance apps (Strava Heatmap, etc.).
–We review titles, descriptions, tags with the keywords of the sports activity that ensure the best position on the internet (SEO).
-We review the photos, and generate the files for GPS (.gpx and most popular formats).
–We translate content into the language of the target markets, taking into account the technical and sport-specific vocabulary.
–We upload the routes on the most popular websites and outdoor activity apps in the target markets.
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