Promotur Turismo de Canarias is the tourism body promoting the Canary Islands as a destination. Part of the role of the marketers here is providing the information, imagery and videos their tourism industry partners need to persuade travellers to visit.
Turismo de Canarias came to Brandworkz looking for one central marketing management platform. They wanted to centralise all their brand and marketing assets, automate distribution of marketing content and manage campaigns in one place. We developed their Brand Centre as a beautiful representation of the Canary Islands brand. The platform enables Turismo de Canarias to share and distribute accurate, on-brand marketing content with tour operators, travel agencies and visitors, strengthening their brand consistency and streamlining their processes.
A year after launch, not only has this been achieved, but there is an even more exciting outcome from the Brand Centre.
The analysis from the Brandworkz Reporting feature showing download and usage data is helping to inform the Canary Islands’ marketers about which locations and activities are the most popular in which overseas countries.
“Analysis of the most downloaded images and videos from the Brand Centre in its first year of use has helped us identify which of the Canary Islands products and destinations have the most competitive potential. This information guides us on planning the tactics and marketing strategies for different promotional platforms in order to differentiate ourselves from our competitor destinations” says Sara Sanchez, Projects Director at Promotur Turismo de Canarias.
The Brand Centre already has more than 10,000 images, 300 videos, reports and articles, illustrations, original advertising and logos available to download from the system. At the end of its first year of use, it has had 50,000 visitors and more than 40,000 downloads of images and videos.
Available in Spanish and English, the platform allows those who are promoting the Islands as a tourist destination to download the approved content they need in formats suitable for their professional use. It facilitates real-time access to the Canary’s brand material for use in advertising and promotions all over the world.
Sara sums it up when she says: “The creation and distribution of relevant, consistent content for the archipelago’s visitors, and potential visitors, is essential to ensure the effectiveness of the Canary Islands’ overall brand marketing strategy.”
— Sara Sanchez-Romo (@SaraSanchezRomo) January 28, 2015
— Brandworkz (@BrandworkzWorld) January 29, 2015
Our Turismo de Canarias clients wrote a review of a Brandworkz consultancy day with them. Read it here!
The creation and distribution of relevant content for the archipelago’s visitors, and potential visitors, is essential to ensure the effectiveness of the Canary Islands’ overall brand marketing strategy.