Sports Tourism Marketing Strategy — Planning & Implementation
- Client
- Agencia Catalana Turismo
- Year
- 2017–2020
- Client Website
- Visit website
Overview
External advisory on the planning and implementation of the sports tourism marketing strategy and action plan across 2017, 2018, 2019 and 2020.
Context
The Catalan Tourist Board has developed sports tourism since 2003 through the Marca Turismo Deportivo, a programme bringing together 120 sports companies and organizations to jointly develop Catalonia's sports tourism marketing strategy.
Challenge
The Brand Manager of the Marca Turismo Deportivo needed advisory support to implement the strategy and actions, under an annual Sports Tourism Technical Secretariat format.
Approach
Full-service planning and operational execution of the marketing plan: strategy updates (products, markets, buyer personas, research and action plan), review of brand membership requirements, training sessions with affiliated companies, recruitment of new companies and sports facilities, website updates and thematic landing pages, coordination of specialized trade fairs and sporting competitions, international sales agendas with the network of foreign offices, promotional events and familiarization trips, marketing activations with sports federations and international brands, communication campaigns with media and influencers, oversight of market studies, and CRM/database development. Also included organizing the Any del Turisme Esportiu 2020 promotional event and the World Sports Tourism Congress with the World Tourism Organization.
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