Marketing and Communication
Marketing and Communication
Home > Marketing y comunicación
Design of marketing strategies for sports and active tourism
Target audiences
Directors and marketing technicians of tourism departments and tourist boards, organisations and companies
Service description
We plan and execute marketing strategies implementing actions to reach and attract each tourism segment(sports, outdoor/adventure, activities and wellness in nature) and interact with it in each phase of the customer journey and in the purchase process
We establish the objectives together with each type of client (destination managers, accommodation operators, activity operators, intermediaries, sports facility operators, event organisers, etc.) and define an action plan and results indicators based on the matrix of markets, products and buyer personas (B2B and B2C).
We monitor the evolution of trends closely, well aware that mobile devices, social networks and geolocation, and multimedia content (video, VR, 360-degree photography) play a key role in any current marketing strategy.
The type of actions are adapted to the resources and business activity combining traditional digital marketing actions with inbound marketing: SEO, SEM, digital advertising, CRM, email marketing, content marketing, video marketing, social networks, public relations actions with media outlets, consumer motivators and specialised influencers, as well as co-marketing and sponsorship actions with related brands.
Completed projects
-Planning and implementation of the sports tourism marketing strategy (Catalan Tourist Board).
– Marketing strategy and business development for cycling tourism and sports tourism (Terraza tourist accommodation group).
Marketing content creation
Target audiences
Directors and marketing technicians of tourism departments and tourist boards, organisations and companies
Service description
We believe in content marketing and inbound marketing as a lever to position and attract your target audience (buyer persona) by adding value in each phase of your relationship with them (customer journey).
We create and optimise specialised content in the sports and outdoor segment through our network of collaborators, in order for this content to inspire, inform or help your target audience, or to help you sell your services to it.
We redesign or create a new website section for the sports and nature tourism segments, using the keywords that your customers use when they carry out searches, with the goal of improving organic positioning (SEO), and implementing calls to action that improve website conversion.
We create video content to inspire potential customers and to give them an experiential vision of your sports and active tourism offering. We produce r360 photography of your facilities and attractions, positioning them on specialised platforms where your audience obtains its information, such as Google Street View.
We help you make your content available to your target audience through our knowledge of the market and of the behaviour of the demand for sports tourism and active leisure through hyper-segmented B2B and B2C advertising campaigns in search engines (SEM,) social networks and specialised portals.
We optimise the geolocated information of companies, trail networks, tourist and cultural points of interest (POI) in digital mapping and cartography platforms, GPS (Google Maps, Apple Maps, OpenStreetMaps, etc.)
Completed projects
Creation of sports tourism marketing action plan content (Catalan Tourist Board).
Digital creation and optimisation of cycling, hiking and outdoor activities
Target audiences
Directors and marketing technicians of tourism departments and tourist boards, organisations and companies.
Service description
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. 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.)
2. Optimisation:
–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 translatecontent 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.
Completed projects
– Sierra de Guara outdoor routes digital optimisation (Autonomous Community of Aragon).
– Digital optimisation of Vall d’Aran cycling routes (Catalan Pyrenees)
– Creation and optimisation of digital cycling routes (Girona, Catalonia)
Communication, public relations and social media service
Target audiences
Directors and communication technicians of tourism departments and tourist boards, organisations and companies.
Service description
We create communication plans for organisations and companies in the active and sports tourism sector. We managethe relationship with specialised media,prepare dossiers and distribute press releases and content for social channels and multiple formats.
We design events and execute digital public relations actions with consumer motivators and digital influencers specialised in the sports and active leisure sectors, in order to generate brand awareness and web traffic, or to publicise an event.
We plan the activation and management of social media profiles based on target audiences and customer resources, and we evaluate the digital reputation of your company.
Completed projects
– Calella Sport City Lab communication plan (Calella Town Council)
– Planning and implementation of the sports tourism marketing strategy (Catalan Tourist Board).
Management of cooperative agreements, sponsorships and commercial actions between sports and tourism brands
Target audiences
Directors and marketing technicians of tourism departments and tourist boards, organisations and companies.
Service description
Tourism and sports are sectors with strong ties. We believe in cooperation between related companies as a winning strategy to add value to the client in an innovative way through synergies between tourism and sports brands.
We plan co-marketing and sponsorship actions that provide added value to all parties (sponsor, event/brand, target audience)
If you are an event organiser, we help you create a sponsorship plan and dossier to finance your event through brands related to your event and audience.
If you are a brand that believes in sponsorship as an action to reach your audience, we help you identify events and actions in order to maximise your investment, interact with your audience and generate notoriety.
Completed projects
-Promotional action between the Garmin-Tacx brand and the Catalan Tourist Board to promote cycling at specialised fairs in Benelux countries, along with an indoor training platform.
Expert advice and Implementation of technological tools
Target audiences
Directors and marketing technicians of tourism departments and tourist boards, organisations and companies
Service description
We help you choose and implement the CRM, email marketing and digital marketing tools that are the best fit for your organisation, enabling you to automate processes, optimise digital marketing tasks and improve your relationship with your customers and partners.
Related services