The Menorca tourism board, with the support of the Spanish Tourist Office in London, will launch a marketing campaign in the UK.
The UK market, a priority for the island, is part of a new marketing strategy chosen to reinforce the image of Menorca and encourage visitors all-year round.
The campaign will run across a variety of on and off line media platforms to target Britons interested in Menorca´s tourist offer, such as culture, wellness, gastronomy or outdoor activities, among others.
To grab the attention and focus on customer retention, the print campaign will include a series of advertorials in the printed and online versions of a national newspaper (The Independent), and in the digital version of the Evening Standard, the most read paper in London and south-east England.
In addition, Menorca will be featured in specialised magazines such as Adventure Travel and Cyclist as a way to promote Menorca’s resources and infrastructure to cater for activity holidays.
The main focus however, will be on social media.
The challenge is to convey an important message to a fragmented audience minimising costs.
The way to achieve this is by generating own content or selected one from third parties that is relevant, memorable and preferably viral; a communication strategy based on low volume (segmentation) and high impact (memorability), rather than the traditional high volume, low impact (publicity).
The Spanish Tourist Office in London has designed a specific digital strategy for UK following Turespaña’s digital plan It consists in a dedicated social hashtag #MustSeeMenorca created to generate interest and engagement, and to increase the visibility and aspirationality of Menorca as a destination to visit.
The impact of the social media campaign is estimated to exceed 15 million impressions, with over one million users reach.