The Minister of Industry, Commerce and Tourism, Reyes Maroto, and the General Director of TURESPAÑA, Miguel Sanz, have presented a new communication strategy with the claim "Travel Safe" that is inspired by two objectives: firstly, to inform about the requirements and conditions for the realization of safe trips and, secondly, to inspire and influence the intention purchase of travelers, encouraging them to consume safe trips.
In her speech, the minister highlighted that “with this campaign we want to position the Spain tourism brand as a prescriber of travel safety and contribute to generating confidence in tourists to travel to our country again. Since the beginning of the pandemic, the inspiration, planning and reservation phase of the travel decision process is now added to the search for sanitary measures and conditions, both in the country of origin and in the country of destination. With this new communication campaign we offer an official and updated information service to help restore confidence and security in the traveler ”.
Travel Safe is a 360º communication strategy based on informative content on safety and precautionary measures, which will be developed through a microsite with information for the traveler integrated into the official tourism portal, www.spain.info, in Spanish and nine languages more.
An interactive microsite
An interactive map of Spain will configure the microsite that will also incorporate a technological application – entirely Spanish – that updates the information on a daily basis, both on the entry requirements to Spain and the measures adopted by each of the Autonomous Communities. In this way, the traveler can easily consult all the information related to perimeter closures, mobility restrictions, capacity in restaurants, and other tourist services.
The content of the microsite "Travel Safe", "Travel Safe", is presented in a simple way, providing the keys, tools and content to travel better and safer. Information so that the traveler can know all the preventive measures and regulations before, during and after the trip. The contents are structured according to the type of destination, as well as sun destinations and safe beaches, enjoying safe nature and safe urban tourism; contents that will be expanded. And on the supply side, there is talk of security in hotels, restaurants, museums, with a link to the different protocols that the tourism subsectors have.
The microsite will also offer official information on the measures imposed by the different countries for travelers from Spain (diagnostic tests requirements, quarantines)
In addition to the microsite, the strategy in own media is completed with a communication plan on TURESPAÑA's social networks, the dissemination of the newsletter through CRM, and public relations actions. To reinforce communication in own media, a 100% digital paid media campaign will be launched that will combine actions of programmatic advertising, social ads and native advertising, in the main European source markets. Finally, we will also work with prescribers and "influencers" so that they echo our messages and contribute to its amplification.
The "Travel Safe" campaign will be launched in mature European markets such as the UK, Germany, France, Italy, Portugal, Belgium, the Netherlands, Austria, Ireland and Poland. The campaign will last while the contagion prevention measures last, and is designed to coexist with other advertising campaigns of TURESPAÑA, to attract tourists.