TUI Spain and Jerez Town Council have brought last year’s international marketing campaign to a successful close. In the words of Eduardo Zamorano, director general of TUI Spain, this initiative, included in the locality’s Tourism Excellence Plan, has succeeded in placing Jerez of the international map, as well as positioning it as a destination offering a broad selection of tourist products and services.
The main results indicate that as a consequence of the campaign the number of tourist visiting Jerez has increased by 15% (from 72,000 to 85,000), more than the national average. The number of day-trips has also increased, up 50% from last year’s figures. A greater number of flights to Jerez and more European air connections operated by companies belonging to the TUI Group, such as Arkefly, have contributed to the good results.
The campaign’s main promotional activities included the following:
- Designing and printing 200,000 brochures distributed among trade professionals and tourists alike.
- Distributing 150,000 promotional gifts among tourists throughout Spain.
- Lettering six buses with Jerez motifs.
- Display/banner advertising on websites.
- Showcasing the destination at Fitur 2007 and 2008.
- Fam trip keyed to German travel agents.
- Display advertising in European tour operator catalogues.
- Direct mailing campaigns to potential clients all over the world.
Download the full report (in Spanish) on the international marketing campaign.
