Tourist promotion

We design “no-guessing” communication solutions by providing analytical and strategic services. Thus, we can offer the actions that, while taking into account the right platforms, instruments and techniques, talk about the tourist offer in a way which for individual groups of tourists will be truly engaging and one that will convince them to buy. One of our unique services is a communication audit, aimed at evaluating current pro-tourism promotional activities. Such an audit enables gaining a new perspective, looking at the future communication challenges related to tourist promotion, eliminating unnecessary tactical acivities and ineffective practices, defining the right strategic and tactical goals of tourist promotion for a given location, specifying the desirable marketing techniques, more effective planning of activities and better management of promotional budgets.

Success benefits from a system, which is why a strategic approach is so important in tourism promotion management. The concepts of tourism promotion strategies we devised include – among others – segmentation of tourism clients, segmentation of a product offer, defining main communication goals, proposals for effective, engaging and carefully thought-out tactical communication activities including advertising, public relations, publicity, events and media (earned, paid and owned media) and marketing content.

We believe that the most important thing in tourist promotion is “experience”, the “promise of experiencing something special”. These are the ideas that we focus on in the communication introducing a new tourist trail, a new offer or a tourist product.

We wish our campaigns to evoke interest, positive emotions and associations in the desired target groups. We carefully adapt the communication instruments and techniques as well as tone and style of narration to the specifics of a project and recipient groups. We define communication contexts, trends and media anchors that are used in a promotional campaign and that increase the interest of the media and opinion leaders.

Creating publicity around a tourist offer is not about simply being in the media! The point is to have the right concept, a strategy that allows presenting a place in various contexts and in many ways.

The determinants of the quality of communication include a good plan, attention and creative ideas, not the instruments used in the campaign. We are programmed to listen to stories and tourism creates unprecedented opportunities for story-telling. The campaigns we design are stories about tourist offers which have different themes but which are always coherent, regardless of where and to whom they are told; they are also engaging so that they can be told by others. We design well-thought-out, outstanding, effective and award-winning pro-tourism promotional campaigns, which include instruments for creating publicity in lifestyle mainstream media, the Internet and social media; we also perform content marketing activities that aim – among other things – to stretch a tourist season to the entire calendar year and to promote eco-tourism, tourism of events and active, culinary, cultural and slow life tourism.

In tourism promotion the right image affects the imagination of the recipients. “Experience” photography is very different from traditional, even beautiful photos depicting tourist attractions. When choosing or creating photos for our campaigns, we refer to experiences. A “tourist experience” is what customers search for and what they will remember. Thus, the content we prepare for owned, paid and earned media appeals primarily to the senses.

Earned media are extremely important for tourist promotion and reputation building, which is why they are positioned at the center of any communication program for tourist promotion. The special events prepared by us down to the tiniest details, namely the study tours, aim at an engaging lifestyle narrative about the tourist offer of the city or region.

Our goal is to prepare the scenario of a study tour and its components in such a way as to fascinate the invited key media journalists and opinion leaders on the Internet through direct contact with the attractions of the place as well as to provide them with a personal experience, to enable contact with interesting people, to trigger positive emotions and associations, and of course, to build foundations for creating credible and inspiring publications of high media value.